Whose gaze is it anyway?

Advertising must unlearn a lot to see women as complex, independent individuals—free from the conventional, patriarchal lens, says VIRTUE Asia strategy director for India.

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A social experiement campaign ‘Park Your Bias’ by CARS24 underlines the gender gap in driving trust. The ad shows that 97% of car owners preferred a male valet over a female one despite both being equally qualified for the job. The film highlights the gender biases that society needs to do away with. Scroll down to watch the full advertisement.

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