Creative critique from a gender lens: 12-16 July

BSA Ladybird

It is so refreshing to see a bunch of girls having fun riding bicycles, playing on the swings and pursuing their passions. We need more such images, repeated over and over to normalize girls having fun and accessing a large number of spaces – gardens, roads, nature trails, etc. Everyone should be entitled to fun and freedom, including girls.

 

Gender Sensitivity Score (GSS): 4/5

 

IDFC Mutual Fund

The ad captures the loneliness and diffidence experienced during the pandemic, along with the perseverance and resilience showed by people. It does well by featuring both men and women from different fields in the ad.

 

GSS: 3.5/5

 

Lay's

A typical youth-centric ad – watching sports and eating Lay’s at a bachelor’s pad. Good to see a girl in the group, though.

 

GSS: 2.5/5

 

Malabar Gold

A very run of the mill ad which reinforces the stereotype that women are always bargaining when shopping.

 

GSS: 2.5/5

 

Vogue Eyewear

 

 

The ad featuring Tapsee Pannu focuses on women being comfortable doing whatever they want to, without having to bother about living up to any expectations. The thought is so liberating and will surely strike a chord with many viewers. Being a high-end brand, the glamour quotient is also high.

 

GSS: 3.5/5