India, July 18 -- Trust advertising industry veteran Meenakshi Menon to relentlessly pursue what she sets her sight on. Having launched an online marketplace Gen S Life that offers products and services for the 60+ community, she's turned her attention to redefining how the older adults are portrayed in advertising as perpetuating any negative stereotypes has consequences.

Advertising shapes attitudes and it can be a tool to change the narrative around older adults. "On-screen stereotypes can change real-world behaviour," says Menon, founder, Gen S Life.

To understand ageism in brand marketing, Gen S Life scanned 50 ads earlier this year and found them underrepresenting the older age groups. It's now asked Leapfrog Strategy Consulting f...