Representation of gender and childcare in popular indian advertisements from 2011 to 2021 Saha Isha S1, Somashekar Indumathi2 1Student, Department of Media Studies, CHRIST (Deemed to be University), BGR Campus, Bangalore 2Assistant Professor, Department of Media Studies, CHRIST (Deemed to be University), BGR Campus, Bangalore Online published on 5 April, 2024. Abstract Purpose Childcare duties are mostly considered as the responsibility of mothers in India. Although this notion has changed considerably in recent times, the media seems to be catching up slowly. Design/Methodology/Approach The study analysed the popular Indian advertisements’ portrayal of gender in childcare using content analysis. Findings The analysis of the advertisements released from 2011 to 2021, the study concludes that mothers (women) are the dominant gender in advertisements related to childcare where the childcare responsibilities rest on women. Originality/Value The fathers (men) were not prominently shown in domestic settings for childcare, and their roles in childcare were limited to assisting the mothers in childcare. Top Keywords Indian advertisements, Gender portrayal, Childcare, Gender and childcare. Top |