• Dr SUSAN THOMAS

This paper critically examines the phenomenon of femvertising—advertising that claims to promote feminist ideals—and its increasing adoption as a marketing strategy within the broader framework of woke-washing. Drawing from theories of popular culture, media influence, and gender representation, the study explores how femvertisements in the Indian advertising landscape have evolved over time, particularly post-liberalization. Through an analysis of select advertisements, including those by Oriflame, Airtel, Biba, Vogue, and others, the research exposes the contradictions between the empowering messages portrayed and the underlying commercial motives. While some campaigns succeed in challenging traditional gender roles and promoting inclusivity, others reinforce stereotypes or co-opt feminist discourse for profit, thereby diluting the political core of feminism. The paper concludes that despite its potential to influence cultural perceptions of gender, femvertising often serves elite, urban women and fails to include diverse representations, ultimately reducing feminism to a commodified brand narrative rather than a transformative social force.

Femvertisement, Woke-Washing, Advertisement Strategies, Advertisement Stereotypes, Popular Culture

"Femvertising and the Politics of Representation in Indian Advertising", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 9, page no.e404-e410, September-2025, Available :http://www.jetir.org/papers/JETIR2509446.pdf

"Femvertising and the Politics of Representation in Indian Advertising", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 9, page no. ppe404-e410, September-2025, Available at : http://www.jetir.org/papers/JETIR2509446.pdf