She Directs ADs is a film collective that aims to increase the representation of women in the advertising and film worlds, both of which have been known to be male-dominated. Visibility, recognition and storytelling are the gap they seek to fill. The underrepresentation of women, especially in technical roles, often results in a lonely journey for many women in film. This collective seeks to bring change to that and create a community for women to lean on. We spoke to Kopal Naithani, the founder of She Directs ADs and Akanksha Seda, who has been instrumental in its launch.
What inspired you to launch She Directs ADs and what gap are you hoping to fill in the industry?
Kopal Naithani: Having been in the industry for over two decades, I’ve experienced firsthand how isolating it can be to navigate the world of directing as a woman. It’s a space where you're often one of the very few—or the only one—in the room. That feeling hit home during my time at the Cannes Lions See It Be It 2024 program, where I witnessed the incredible energy and support women gave each other so naturally. It was powerful. That experience pushed me to bring women directors together and create a community of our own.
It’s 2025, and the gender gap in the advertising industry is still impossible to ignore. Whether it’s the disproportionate representation of women on “top directors” lists or the persistent pay gap, the inequalities are real. With this collective, we hope to create visibility for women directors and give them the platform and recognition they truly deserve. Women continue to be underrepresented, even more so in technical roles beyond production design and styling. We hope to bridge that gap with more gender balanced crews as well.
Each of us has walked a different path to get here, but the challenges we’ve faced are strikingly similar. Coming together made us realise that we’re stronger when we stand side by side—sharing stories, resources, and support. That’s the gap we’re hoping to fill: turning what has often been a lonely journey into a powerful, collective force for change.
How does She Directs Ads support and spotlight female directors in the advertising world?
Akanksha Seda: Since the collective has come together, it has become easier for fresh and young talent to reach out to some of the seasoned directors, whether for advice related to their craft, decisions on set, queries about crewing up, or simply having a chat. Even those who’ve been around for a while are feeling a sense of community for the first time, ushering in a new wave of confidence and team spirit. These are unquantifiable and affirmative after-effects that strengthen each woman individually and the collective as a whole. Through our Instagram page, every week, two directors and their work are showcased, ensuring higher visibility and greater access to their profiles. In addition to that, we celebrate any form of achievements by women Ad filmmakers in the industry – from winning awards, to being chosen as jury members, reaching important career milestones or being on discussion panels across the country. Women Ad film directors are constantly on the move, making their presence felt on and off air, with their work, words and actions. There wasn’t a single platform cheerleading and spotlighting them along the way. Until now.
What have been some of the biggest challenges so far in building this platform, and how have you tackled them?
KN: Being the first-of-its-kind collective for women ad filmmakers in the country, we’re very much navigating uncharted territory. Until now, most of us have had fairly solo journeys, but coming together as a collective brings in a whole new set of questions—what voice do we want to project, what values do we stand for, and how do we ensure we’re creating something meaningful for the community?
We’re still in the early stages, and that means we’re constantly evolving. One of the biggest challenges has been being intentional and surefooted with every message we put out. It’s incredibly important to us that we stay true to the ideals we believe in and genuinely represent the voices of women in the industry.
How do you envision the impact of She Directs Ads on the representation of women behind the camera in ad filmmaking?
AS: While the needle on more diverse and inclusive workforces is slowly but surely moving in the right direction, She Directs Ads aims to contribute to that movement by having the right conversations with the right people at the right time. And no better time than now. The hope is that SDA creates a positive ripple effect, not just for women directors in the ad film industry but also for women in other technical departments. There is still a big gender imbalance in cinematography, editing, sound recording/engineering, music direction, gaffing, to name a few. As more women take on directorial and decision-making roles, it is bound to reflect in the crews and teams she hires. Opportunities are in abundance, and with collectives like ours, the hope is that more women get an equal shot at proving their merit and flexing their craft. An ideal future, as we see it, is one where chances are equally available to all who show up, work is awarded on merit and merit alone and crews with as much estrogen as testosterone.
Can you share a success story or moment from the journey so far that reinforced your belief in this venture?
KN: The collective is still in its early days, and the bigger milestones will be felt more clearly in the long run. But even now, we’ve seen signs that we’re on the right path. Thanks to the visibility and buzz around She Directs Ads, a few collaborations have already come through for some of our directors, translating into projects, which is incredibly encouraging.
This collective has helped shine a spotlight on talent that deserves to be seen. More than that, it’s given us a sense of solidarity in an industry where uncertainty is often the only constant. The access we now have to each other, the ease of reaching out, sharing, and supporting—those small shifts are already making a big difference. And this is just the beginning.
What’s next for She Directs ADs—any plans in the pipeline?
AS: The future is very exciting for SDA, and the potential is unlimited. We’re still coming to terms with the overwhelming support and incredibly positive response we’ve received since launching on International Women’s Day this year. Still at a very nascent stage, the collective hopes to have a website soon in the future in addition to the Instagram page. Moreover, creative agencies that are seeking to expand and diversify their process of choosing directors are in early talks with SDA on how they can work with more and varied women storytellers from our collective of more than 60 members. We’re already collaborating with a few online publications like Manifest India and wish to have SDA members write for and/or participate in more external forums, pioneering change. The larger dream, of course, is for SDA’s India Chapter to go global, with other countries following suit and creating their own SDA collectives.
Words Neeraja Srinivasan
31.5.2025