Dr AL Sharada
Jan 19, 2021

Creative critique from a gender lens: 11-15 January

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

Creative critique from a gender lens: 11-15 January

The ad is peppy and watchable, and has a fair representation of men, women, boys, and girls. It shows women also driving cars and participating in the tapping and drum-beating.
GS Score 3.25/5

A most timely ad. The pandemic has led to a loss of jobs, forced relocation, restricted mobility, and has made staying at home and sharing one’s space 24x7 the norm. These have been a cause of a range of mental health issues, particularly among younger people. What is interesting is the way that this issue is being communicated. Animating objects, which are often a witness to the behaviours of people to create awareness about the signs and symptoms of mental health issues is a great idea that communicates the message effectively. At the same time, the ads show both men and women as vulnerable to mental illnesses, thus steering clear of stigmatising either of the two.
GS Score: 3.75/5

How inane and stereotypical can we get!
GS Score 2/5

It is one of the most entertaining ads that I have come across for contraceptive pills. Congratulations to the creative team. While being able to catch the regional flavour, the ad still manages to have a universal appeal. The pressure on couples, particularly women, to give a grandson to parents and in-laws is tremendous and is very common across the country. The ad does well by giving a voice and the choice to the woman who conveys her decision to the elders in the family, with the husband supporting her. After all, contraception is a shared responsibility. More importantly, the ad addresses the important issue of the taboo surrounding discussions on contraception in families. Using a very catchy jingle the ad tells all of us to leave the decision to the couple and to talk about contraception openly. The ad needs to be promoted and made available to government agencies and NGOs working on contraceptive issues.
GS Score 4.75/5
The birth of a baby girl to Anushka Sharma and Virat Kohli is causing a buzz on social media and people are excited about the news. What better time than now to talk about parenting to men? The ad does this in a very interesting fashion, with fathers talking to Virat about being a hands-on parent. The ad uses language and expressions which appeal to a cricket-crazy India, while conveying the message effectively. The ad does a tremendous job of normalising men taking care of babies by not featuring the celebrity himself but by letting hands-on dads speak about their experiences. Congratulations to the creative team!
GS Score 4:75/5
Campaign India

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