Dr AL Sharada
Jun 24, 2021

Creative critique from a gender lens: 14-18 June

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

Creative critique from a gender lens: 14-18 June

This ad effectively conveys the convenience of app-based grocery shopping but by showing two men engaged in buying groceries and cooking. I hope the ad will encourage more men to be smart grocery shoppers and aspire to be good cooks. 
Gender Sensitivity Score (GSS): 3.5/5


Once again, an ad that promotes a product that celebrates fairness as a desirable attribute, in this case for men. However, it smartly uses the context of the Test match by asking spectators to wear whites. There is no direct association made between the use of the skin whitening cream and the message of the ad, unlike in the fairness cream ads for women that are always linked to their identity and aspirations – getting a life partner, boyfriend or career opportunities. 
The series of ads is totally male-centric, once again making cricket a male sport though Indian women cricket has been doing amazingly well in the recent past.
GSS: 2.5/5

An engaging ad that focuses on better endings of responsible behaviour. It subtly conveys that being macho involves something more than just being a handyman for the woman.
GSS: 3.25/5

Good to see a young woman in an ad promoting learning and aspirations. The ad would have been equally effective had it featured a young man, but by featuring a young woman it subtly challenges our perception of education being a priority for young boys and men alone.
GSS: 3.25/5
A run of the mill concept, which is so very stereotypical and unimaginative. 
GSS: 2.75/5
Campaign India