Creative critique from a gender lens: 14-18 November

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

Nov 25, 2022 10:06:00 AM | Article | Dr AL Sharada

What did not work:

 

Viacom18 Sports

Gender Sensitivity Score (GSS): 2.5/5

 

HDFC Life 

GSS: 2.5/5

 

Macho Sporto

GSS: 2.5/5

 

Reserve Bank of India

GSS: 2.5/5 

 

ICICIDirect

GSS: 2.5/5

 

Olx Autos

GSS: 2.5/5

 

Milkbasket

GSS: 2.5/5

 

Pepsi

GSS: 2.5/5

 

The ads above are all male-centric with women being in the background. Is it because the products are for sports, banking services, macho drinks and buying and selling of products? It is time that we remember that women are also availing the various services and are playing online games etc., with as much passion as men. Women can be shown as bank officials, while the loan seeker or seller of a product is a man because he is the primary target. There are innumerable ways confident, assertive and empowered women can be brought into the narration without undermining the reach of the target audience. 
 
If only we want to!

 

Other films from the week:

 

82°E

GSS: 3/5

 

The Man Company

GSS: 3/5

 

82°E and the Man Company ads are both gender-neutral, you switch the genders, and they still make the same sense. Though, considering the product's target audience, women and men are chosen to be featured.