Creative critique from a gender lens: 12-16 June

What worked:

Livon

The advertisement provides a nuanced analysis of the significance of hair in shaping an individual's identity and character. It employs a clever, tongue-in-cheek tagline, 'all hair is not straight', which subtly alludes to the LGBTQI+ community and their pursuit of personal autonomy and self-expression. It suggests that just as hair can manifest in various forms, sexuality and gender expression should also be acknowledged as diverse and individualistic. By utilising a playful and lighthearted tone, the ad promotes inclusivity and acceptance while subtly challenging societal norms and expectations.

Gender Sensitivity Score (GSS): 3.5/5

What could have worked:

Bacardi Mix'r

Wonder whom the surrogate ads are attempting to deceive—ASCI or the parents? It's truly captivating to observe how liquor brands cleverly incorporate surrogate elements into their advertisements without explicitly mentioning the actual product. It showcases creativity at its finest.

One such example is the Bacardi Mix'r ad. You see a group of trendy youths having an amazing time, dancing, swirling, and thoroughly enjoying themselves. Initially, you might be puzzled about the purpose of the ad until you come across the mention of the refreshing "water." It brings to mind the old films that would depict two swaying flowers touching each other to imply a kiss. The "Sinful" act or product is thus disguised as pure and safe!

Do you recall that catchy jingle we all adored a few years ago, featuring popular cricketers? Even today, we find ourselves humming it, whether or not we have a glass of that refreshing liquor in our hands. That's the impact of surrogate advertising.

I'm certain we also remember with a smile the forgetful husbands, men attempting to suck in their tummies to impress random women, and the soulful music playing in the background, hinting at the intoxicating power of the product—oops, I mean the music!

Surrogate advertising can be seen as a game of hide and seek between alcohol brands and the restrictions they face. If anyone wishes to learn how to circumvent laws and regulations, these advertisements provide the most creative case studies.

So, the next time you come across a surrogate ad, don't go searching for that bottle of water or those soulful music cassettes that you'll never find in the market. Instead, go for that indulgent drink and say, "Cheers!"

GSS: 2.75/5

What did not work: 

Polycab

The advertisement perpetuates traditional gender stereotypes, presenting a woman as hesitant, uncertain, and lacking confidence, while portraying a man as self-assured, in control, and decisive. These depictions align with conventional notions of women as nurturers and men as providers and protectors. The ad fails to challenge or deviate from these well-established stereotypes, resulting in a rather predictable and stereotypical portrayal of the man and the woman.

GSS: 2.5/5

Other films from the week:

Youva

GSS: 3/5

Veet

GSS: 3/5

Future Generali

GSS: 3.25/5

CenturyPly

GSS: 3/5