Creative critique from a gender lens: 12-16 December

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

Dec 22, 2022 05:30:00 PM | Article | Dr AL Sharada Share -

What worked:

The ad captures the diversity in gender, sexualities and professions, and the tendency of the majority community to 'other' them while being judgemental and critical. The ad shows people asserting their right to make choices and be what they are. Though it is a bit of a face kind of communication, the message is powerful.

Gender Sensitivity Score (GSS): 4.25/5

Vim

While the pandemic lockdowns and restrictions brought men into the kitchens and household work, when normalcy was restored the gender division of labour was back in place in most homes. We must keep working at promoting democratic work culture in households now more than ever before to ensure that the change we saw during the pandemic continues post-pandemic as well. Featuring Milind Soman, a known fitness enthusiast adds value to the communication.

GSS: 4/5

Mastercard

Happy to see an ad promoting a sport, that is devoid of aggression and competition. The ad highlights the role of hard work, determination and allies in the success of a sportsperson and beseeches the viewers to not undermine the women cricketers and appreciate their skill at the sport.

GSS: 3.5/5

What did not work:

SPN

Hmm...once again a macho men ad.

GSS: 2.5/5

CenturyDoors

Why do women have to be in the background serving men meals? How is termite infestation a reflection on the prestige of the man? Time we move beyond the stereotypes and male-centredness in communication.

GSS: 2.5/5

Other films from the week:

Vivo