We know India is a secular nation. Its regional, linguistic, cultural and religious diversity is well acknowledged. However, if an outsider were to watch Indian advertising would not be at fault for thinking India is a non-secular Hindu nation lacking diversity and inclusivity.
It is a flaw and the failure of Indian advertising, the brand custodian, the marketers, and the agencies. They have failed in inadequately reflect the diversity of the nation.
Yes, in certain AVs, brand interviews and films like ‘Mile Sur Mere Tumahara’ or the National Anthem based films, they are forced to showcase diversity. However, these make a minuscule part of the Indian advertising universe.
Indian advertisements tend to focus on a narrow representation, not fully capturing the essence of the diverse religious communities. If that was not enough, the advertisements continue to represent or portray the narrow religion bioscope, repeatedly showcasing the Hindu religion as backward and full of questionable and ‘must change’ rituals and practices.
It further worries me about the underrepresentation of certain religious communities in advertisements. The minority should not be maltreated.
Why neglect religious minorities?
This unintentional exclusion adds to marginalization and alienation among the minority religion.
The question is if Indian advertising should not be more responsible.
Religious diversity, whenever depicted, is superficially stereotyped.
All this adds to misinterpretation and reinforces biases rather than promoting understanding and acceptance.
Time, the advertising world stood up to its responsibility and be accountable to the minority religions in helping them progress as much as it has helped the majority religion. And this one is not about ASCI and the guidelines.
Indian advertising needs a more inclusive approach and authentically represents the nation’s religious diversity. Advertising agencies and brands should prioritize diversity and inclusivity and look beyond the majority religion for progressive suggestions. Otherwise, the blame for India being seen as a non-secular nation is on its head.
Overall, Indian advertising (and Indian cinema) has a long way to go in accurately reflecting the nation’s religious diversity. And in non-stereotypical correct ways. By actively embracing inclusivity and promoting minority religious representations, the advertising industry may create a greater understanding and acceptance of a secular nation. But will they ever have the courage to do so…
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