Creative critique from a gender lens: 14-18 August

What worked: 

Tanishq

The ad conveys a poignant message about how women tend to downplay their accomplishments and overlook moments deserving of celebration. It encourages women to embrace their achievements and joys, even in the absence of an apparent cause for celebration. Although the featured product might exceed the budget of many, the underlying concept undoubtedly strikes a chord with a wide audience. By prompting women to value and commemorate their own worth, the ad fosters a sense of empowerment and self-recognition. 

Gender Sensitivity Score (GSS): 3.25/5

What could have worked: 

Mankind 

The ad showcases an innovative concept that creates a win-win scenario by promoting visibility for nearby medical shops while also increasing women's access to Prega news products. Nevertheless, the ad's focus remains fixed on depicting men as the proprietors of these shops and women as the exclusive consumers of the product. Although the product's use by women is acknowledged, it disregards the potential for men to also acquire the products for their partners.

Other films from the week: 

Roadcast

GSS: 2.75/5

Cadbury Celebrations

GSS: 3/5

Ferrero Rocher

GSS: 3/5

Aaj Tak

GSS: 2.75/5  

Mahindra

GSS: 3/5

Sunfeast Dark Fantasy

GSS: 2.75/5

Arrow

GSS: 3/5