Dr AL Sharada
Mar 11, 2021

Creative critique from a gender lens: 1-5 March

Dr AL Sharada, director, Population First, reviews a selection of ads from last week

Creative critique from a gender lens: 1-5 March

This is an interesting ad. I hope Tata safari encourages more women also to go on road trips to get out of the rut of household chores and office responsibilities.
GS Score: 3/5

If those shots focusing on the woman’s butt and her getting into the jeans exposing her innerwear weren’t there, would it have made a difference to the message of the ad? Or let me ask this way, what value addition did those shots make to the ad?
GS Score: 2/5

It’s good to note that the ad features two women who dream of something big. It is important to recognise women's aspirations and encourage them to achieve their dreams.
GS Score: 3.25/5

The ad reflects the obsession of people with home remedies in these Covid times. And shows both men and women being equally obsessed, thus avoiding the stereotype of women as the ones who are responsible for the health of their family members.
GS Score: 3.25/5

The film celebrates the diversity and individuality of each of the women portrayed and underscores the wide opportunity Meesho provides to women entrepreneurs.
GS Score 3/5

Interestingly, the ad shows a young woman as a confident and efficient worker. Such positive portrayals go a long way in changing the social perceptions about women and their capabilities at workplaces.
GS Score: 3.25/5

I could not make out if the child is a boy or a girl. But I wish the ad had clearly shown a girl, as there seems to be a reluctance to show girls as being naughty troublemakers or just being mischievous. Most of the Surf Excel ads feature boys, as if getting dirty is okay for boys and not so much for girls. Showing girls in all their diversity and characters would make them as adorable and desirable as the boys in the ads. Perhaps that would, in the long run, help more parents desire for daughters and treat them more equally.
GS Score: 2.75/5
Campaign India

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