Dr AL Sharada
Dec 23, 2021

Creative critique from a gender lens: 13-17 December

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

Creative critique from a gender lens: 13-17 December

Vedantu

A very male-centred film. Is it because it is about the aspirations of rural youth? The ad would have conveyed an important message of equal opportunities for young men and women in STEM fields if it had shown either the student or the online faculty as a woman. 

 

Gender Sensitivity Score (GSS): 2.75/5

 

Cult.fit

A spoof of an iconic scene from a popular movie, it manages to show the woman in control being confident, and not just as a helpless victim. 

 

GSS: 3.25/5

 

Cleartrip

The ad does well by choosing to highlight the features of Cleartrip.com's hassle-free booking services by addressing the concerns of the elderly wishing to travel in these covid times. It is important to focus on the elderly and normalise life as much as possible for them. 

 

GSS: 3/5

 

Chaayos

Shows the couple as equals enjoying their chai together. 

GSS: 3/5

 

Tata Sky

An interesting ad that has people reminiscing about their favourite old serials. The ad brings out the nostalgia and the happiness experienced by the older generation while remembering those days and fits well with the content that is being provided by the channel.

 

GSS: 3/5

 

Source:
Campaign India