India’s Public Relations (PR) landscape is seeing a big change wherein women are seen as a key consumer demographic. From personal finance to buying an automobile, women are propagating a shift within the markets, compelling brands to redefine their public relations (PR) plans. The development of women-centric PR represents a positive step towards inclusivity, empowerment, and brand authenticity in messaging.
Analysing the Change in Women-Centric PR
Women in India have had very limited representation in advertising and PR campaigns which have remained largely male dominated. However, with the increase of women in workforce, their digital influence, and rise in social activism, brands are starting to tell stories integrating the modern-day Indian woman.
Some of the reasons explaining the shift are:
- Women Economic Empowerment – There is increased rate of working women which translates to increased spending.
- Digital Engagement – Women are very active on social media, which makes them very crucial in forming the brands image.
- Evolving Social Attitudes – Outdated gender stereotyping cannot be used by brands due to the change in social attitudes.
- Measures Taken by the Government – Initiatives such as ‘Beti Bachao Beti Padhao’ and ‘Women Entrepreneurship Platform’ foster female empowerment, which, in turn, affects the brand’s story.
Leaders of Women-Centric PR in India
Numerous Indian and foreign companies operating in India have successfully conducted PR campaigns targeting women. Let’s review some of them:
- Dove’s StopTheBeautyTest campaign
Dove’s campaign ‘#StopTheBeautyTest’ went viral with Indian women as it took a strong stand against the beauty bias prevailing in the country. The campaign showcased real women narratives and partnered with influencers to discuss self-love and acceptance. There was a strong emotional element and connected with the larger audience through digital storytelling, panel discussions, and on-ground activations.
2. Ariel’s ShareTheLoad iniatiative
Ariel’s ‘#ShareTheLoad’ campaign is an example of gender-sensitive PR at its best. The campaign, which started in 2015 and continues with newer editions, put forth the unequal sharing of household responsibilities. The campaign, which used research-based insights and thought-leadership articles, not only succeeded in increasing the brand’s recall, but also helped in positioning Ariel as a brand that supports social issues.
3. Nike: Ladies in Athletics
The campaign ‘Da Da Ding’ by Nike India had stunning visuals of women athletes smashing stereotypes and excelling in sports. The campaign captured the attention of several social media and mainstream media platforms which, as a result, continued the discourse of Nike’s commitment of empowering women through sports. By showcasing a variety of female athletes, the campaign became the most talked about issue on social media.
Tactics Used in Women-Centric PR
For brands wanting to connect with the female demographic in India more effectively, there is a complex multi-level strategy needed. The core PR strategies are:
- Authentic Storytelling – Women-centric PR campaigns depend on real-life authentic storytelling. Brands need to step out of their promotional shells and address women’s needs by formulating stories that tackle their hurdles. For example, Tanishq’s ‘Ekatvam’ campaign which aimed towards women’s empowerment through multicultural representation.
- Supporting Social Causes – A brand’s loyalty increases when it supports the societal issues. For example, Titan empowered women through financial independence with ‘Her Life, Her Choices’ campaign which helped the brand to reinforce its position in the market. L’Oréal India’s ‘Beauty for a Better Life’ initiative to train under privileged women went beyond just marketing and reinforced the brand’s commitment for a larger cause.
- Leveraging Data and Research – The evolving needs of women is a matter of concern, and data driven PR helps address the issue. For instance, Mastercard’s PR campaign featuring ‘Women in Business’ put the spotlight on women entrepreneurs, leading to strong brand participation.
The Future of Women-Centric PR in India
In today’s evolving landscape, women-centric PR is no more a marketing trend but a necessity. Brands that address women’s expectations, problems, and societal contributions will not only gain their trust, but also build a long-lasting value. By blending storytelling, advocacy and strategic partnerships, PR can drive meaningful campaigns that create positive change and achieve business objectives as well. For brands to stay relevant, they must listen, engage, and create campaigns that empower the modern Indian women, whose voice is stronger than ever.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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