Creative critique from a gender lens: 10-14 April

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

Apr 21, 2023 07:56:00 AM | Article | Dr AL Sharada Share -

What worked:

In the film, Alia Bhatt, a popular youth icon, raises the issue of people passing judgment on the choices made by individuals and prompts us to consider whether we should limit our choices based on such judgments. This issue is particularly relevant to women, who are often expected to conform to the prevailing social norms.

Gender Sensitivity Score (GSS): 3.5/5

Aditya Birla Health Insurance

The advertisement showcases a significant initiative aimed at improving the lives of numerous amputees. It features individuals of diverse ages and backgrounds, thus promoting inclusivity in communication Additionally, the ad subtly challenges gender stereotypes by depicting women jumping in various situations, despite the prevailing social norms that view jumping as a masculine activity. By doing so, the advertisement helps normalise women's participation in jumping and encourages breaking gender barriers.

GSS: 3.5/5

Other films from the week:

JioMart