Nisha Singhania, founder and partner, Infectious and Firki Productions (NS): While the campaign highlights the issue of sanitation I don't think making fun of the protagonist or social humiliation works. GSS: 2 Sanitation as a problem is highest for women and this campaign ignores them totally
Dr Sharada, programme director, Laadli (Population First) (ALS): This is an ad that addresses the aspirational India. Many men, I would say men because most decisions regarding water and sanitation are taken by them, do not consider open defecation as a social embarrassment...it is supported by many social norms like it is more hygienic, is eco- friendly as it nourishes the soil and is cleared by natural scavengers like pigs and crows. The ad challenges this lack of social embarrassment at open defecation by linking it to the protagonist's aspiration to own a TV and also the pride he feels about it. The ad hits the nail on the head by focusing on men and linking use of toilets positively to their image as successful men. GSS: 7
Gokul Krishnamoorthy, managing editor, Campaign India (GK): Fantastic insight linking 'real progress' and perceived symbols of progress. Brings a key neglected issue into focus without the pain of the sermon. GSS: 5
NS: Attempt at being a Bollywood blockbuster (albeit inspired by Mad Max: Fury Road) this one fails to entertain and hold one's attention for five minutes. GSS: 4. Role of the heroine is just to add glamour.
ALS: It takes some effort to watch the five minute-long inane ad. It trivialises the hunger, desperation and violence. The shots where Ranveer gazes at the navel and the bosom of the woman objectifies the woman and like in many Hindi films she is shown liking it and falling in love with him. A total masala ad with no sensitivity whatsoever. GSS: 2
GK: This unapologetic Capital Foods masala flick 'released' on 19 August 2016 and has had over 10 million views as on 12 September, on its official YouTube channel. Was it worth the money? Only the producer can tell. But with all elements in place, fans of this genre seem to have thought it worth a little over five minutes each. GSS: 4
NS: #WohHareNahin is a lovely idea well executed. About time we celebrate the efforts of our sports people rather than just criticise them. GSS: 9
ALS: The ad salutes the athletes participating in Rio Olympics by highlighting the odds against which they had to work, thus pointing out the not-so-conducive sports environment in the country and the grit and determination of athletes who did their best at the games. The fact that the ad features a woman and not a man subtly conveys the double burden of being a sports person and a woman in a non-sports promoting country like ours. GSS: 7
GK: In the plethora of Olympic-related hashtags, anthems and work, #WohHareNahin stands out. They have won already, is a thought that resonates. GSS: 7
NS: Lovely insight that most kids love flying but as we grow older we tend to abhor flights because of the discomfort. To get someone to enjoy flying again is a great promise. GSS: 5
ALS: GSS: 5
GK: If an airline could bring back the sheer joy of flying again, most of us who can afford it will pay a few thousands more for it. A great proposition rooted in reality that carries the film through. And Padukone looks natural as the grown up young girl. GSS: 5
NS: Trying to be progressive by taking on the issue of gender equality...however the execution lets you down and the guy being a jerk doesn't help. GSS: 4.
ALS: Once again Anouk dwells with the issue of the right of a woman to choose...this time to go ahead and accept a transfer that takes her away from her home and husband. While the ad highlights the reluctance of the man to sacrifice his career while he takes for granted the sacrifice of the woman to protect his career, it succeeds in not making a villain of either the man or the woman. The quiet assertiveness and the reluctant acceptance of the decision of the woman by the man beautifully portrays the reality in the lives of many working couples. GSS: 8
GK: A strong female protagonist and the career choice she decides to exercise, spotlights the imbalance we have between spouses. Anouk is challenging what was once taken for granted -- that a woman followed her man, wherever he went to work. Who better to champion working women than this brand? GSS: 8/4
I wonder if the male partner could have been portrayed as a tad more mature and open. The point could still have been made. Perhaps even with a hint of his coming around.