Dr AL Sharada
Jan 12, 2024

Creative critique from a gender lens: 1-5 January

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

Creative critique from a gender lens: 1-5 January

Sony Liv


It is a humorous ad, skillfully fusing satire and drama, designed for repeated viewing. However, incorporating women into significant roles would have guaranteed a more equitable representation of women in communication.


Gender Sensitivity Score (GSS): 3/5



The ad conveys a crucial message about timely lunch breaks and challenges the corporate culture that neglects the sanctity of lunchtime. While it presents a fair representation of women in the organisation, better gender balance could have been achieved by featuring a woman as the boss, especially since the message is delivered by a man – Colonel Sanders.


GSS: 3/5 



A mean machine helps a macho man get the hot babe! 


The ad is as stereotypical as the sentence above. It presents an interesting and intriguing, though cliched, narration of a wild pursuit. The ad is targeted at men and the viewer gets to know nothing about the car's features, except that it helps in wild pursuits. 


GSS: 2.25/5


Google Pixel

GSS: 3/5


Hero MotoCorp

GSS: 3/5


Tata AIG

GSS: 3/5 

Campaign India

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