MAM
Women lead just 13 per cent of key creative roles in Indian cinema: O Womaniya! 2025 study
Telugu content shows sharpest rise in female representation
MUMBAI: Prime Video has released the latest edition of O Womaniya!, its annual study tracking female representation in Indian entertainment, showing uneven progress across content, creative roles, marketing and corporate leadership.
The 2025 report analysed 122 films and series released in 2024 across streaming and theatrical platforms in nine Indian languages. Researched by Ormax Media and produced by Film Companion Studios, the study remains one of the most comprehensive audits of gender representation in the industry.
According to the findings, only 32 per cent of titles passed the O Womaniya! content test, which measures whether women have agency and drive their own stories. Streaming films showed a marked improvement, with 47 per cent clearing the test, up 16 percentage points from the previous year, while theatrical releases continued to lag.
Telugu-language titles, historically among the weakest performers in female representation, recorded the sharpest improvement, rising 21 percentage points to 31 per cent. The report also found that while women-commissioned projects performed better, gains among male-commissioned titles underlined the importance of male allies in closing the equity gap.
Behind the camera, progress stalled. Women held just 13 per cent of head-of-department roles across key creative functions, down from 15 per cent last year. Representation fell most sharply in editing and cinematography, while only 8 per cent of titles featured a female director.
Marketing remained skewed. Women accounted for just 29 per cent of trailer dialogue time, though streaming titles continued to allocate higher visibility than theatrical releases.
At the corporate level, female representation in director and CXO roles across leading media and entertainment firms rose to 18 per cent, up from 12 per cent last year: a modest but notable gain.
Prime Video India director and head of production and post, international originals Stuti Ramachandra, said balanced representation was essential for storytelling that resonates at scale. Ormax Media founder and CEO Shailesh Kapoor said the report aimed to move the industry from intent to measurable impact.
Five years since its launch, O Womaniya! continues to frame the debate on gender equity in Indian entertainment, highlighting progress in pockets while underscoring how far the industry still has to go.
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
