Women have historically been depicted as either 'traditional' or 'modern' in character. The traditional woman would be dressed in a sari or rural costume and depicted with pale skin. As a dutiful wife and mother she is likened to Sita and Savitri, goddesses from Indian mythology. The high moral standards of the Indian woman were often held up as a measure of the nation’s character. By contrast women dressed in western clothes were regarded as 'modern' with all the immoral values associated with a western lifestyle.

Film advertisements frequently depict overtly sensuous and voluptuous figures. These displays of sexuality are often legitimised by linking them to Indian traditions; a prime example is the poster for Satyam Shivam Sundaram where the revealing rural costume is regarded as a customary rural practise.

In the past decade, the visual representation of women has changed dramatically. The most recent films show women in sexy western designer clothes. Rather than any implied judgement on their morality, these clothes indicate the affluent lifestyles of the new middle class on which these films focus.