Dr AL Sharada
Sep 24, 2021

Creative critique from a gender lens: 13-17 September

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

Creative critique from a gender lens: 13-17 September

The ad focuses on an important issue- work-life balance. Apart from showing how important it is for both men and women to achieve work-life balance, the ad also shows them in non-stereotypical contexts - a man taking care of his daughter while working from home and a working woman bonding with her friends. More importantly, the presentation is simple and the message is conveyed in a matter of fact, natural fashion.
Gender Sensitivity Score (GSS): 4.5/5

A very stereotypical ad for a luxury brand featuring a celebrity, focussing on the sensuality of the product and the person.
GSS: 2.5/5
It is interesting to note that Boman Irani is shown as a hands-on father and a caring partner, which is not portrayed that often in ads. Yet, the ad projects him as the protector and provider, even though the woman is shown as an accomplished woman busy working on a computer. The woman is shown as having no voice or choice in decision making regarding the financial security of the family. 
GSS: 3.5/5

The sight of the woman sliding down the railing of the stairs brings a smile as most of us fondly remember that childhood play. But its relevance to the product being promoted looks laboured.
GS Score: 3.2/5
Campaign India

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