The report presents a strategic communication campaign addressing the problematic use of the Male Gaze. #ShiftTheGaze campaign aims to pivot the representation of women in Indian advertisements by highlighting their problematic practices such as the Male Gaze and proposing a call-out method to build pressure to advocate change. The campaign is focused on targeting Indian advertising enterprises while also targeting women to challenge and combat the marginalising portrayals of women through the process of building pressure in society.