Dr AL Sharada
Jan 21, 2022

Creative critique from a gender lens: 10-14 January

Dr AL Sharada, director, Population First, reviews a selection of ads from last week and lists what worked and what didn't

Creative critique from a gender lens: 10-14 January
What worked
The ad captures the various biases that come in the way of girls wanting to pursue STEM (science, technology, engineering and mathematics) subjects which range from the concern of a father not getting the daughter's dress dirty, to the internalised bias of the teacher who assumes that a science project is done by the boy and not the girl in the team.
The stereotypical thinking of parents regarding what is right for a boy and a girl also determines the access of girls to STEM subjects. Olay, by acknowledging the contribution of women to STEM and also sanctioning fellowship for girls wanting to pursue STEM subjects, is doing its bit to bridge the gender gap in this reagrd. The enduring image of the film is the confident young girl explaining the wind turbine to her teacher.
Gender Sensitivity Score (GSS): 4.5/5
The ad moves beyond the heterosexual framework and features same-sex couples as well. As I say, the more non-judgemental and accepting the portrayal of non-heterosexual relationships in media are, the greater would be their acceptance in society, thus helping de-stigmatise same-sex couples. 
GSS: 4.5/5
What didn't work
Axis MF and Policybazaar also fail to give a fair representation to women in their ads and are very male-centric, not giving women their due as investors and policy holders. 
GSS: 2.5/5
Other films from last week:
GSS: 2.75/5
GSS: 2.75/5
GSS: 2.75/5
GSS: 3/5
GSS: 3/5
Campaign India

Related Articles

Just Published

6 hours ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

8 hours ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

9 hours ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

9 hours ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.