Dr AL Sharada
Aug 18, 2020

Creative Critique from a gender lens: 10-15 August

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

Creative Critique from a gender lens: 10-15 August
Amazon
 
 
A simple, appealing ad that effectively communicates the ease of doing business through Amazon. It would have been nice to see a woman entrepreneur in atleast one ad. While it may be argued that the message is not directed towards men alone and it is meant for women as well, which is a valid point, the issue is not that. The issue is about doing that little bit extra to change the narratives. To watch a woman entrepreneur give the message may motivate more women to explore the possibility of doing business through Amazon, particularly considering the fact that Amazon has been proactively promoting women entreprenusers through it’s Amazon Saheli, Amazon Cares and many other interventions.
 
GS Score: 2.75/5
 
Axis Bank
 
A balanced portrayal of men and women, young and elderly using the cards with the tap facility.
 
GS Score: 3/5
 
Friends Adult Dry Pants
 
Addresses the important issue of incontinence or the frequṅṭ need to urinate and how it impacts the quality of life of the elderly. However, women in particular, compromise on their dreams to go on long drives, treks etc because of lack of access to good working toilets on highways and other places. Men in India still have the option of relieving themselves on the roads but not women. It would have been interesting to see a mixed group of elderly men and women in the ad.
 
GS Score: 2.25
 
Tata Motors
 
A disappointing ad. An ad that purports to celebrate ‘Badalte Bharat ki Badalti Tasveer’ has no place for women or girls, in whatever role. 'Atmanirbharata matlab hum' says the boy. Does ‘hum’  mean only men and boys? 
 
GS Score: 2/5
Source:
Campaign India

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