Dr AL Sharada
Jan 25, 2024

Creative critique from a gender lens: 15-19 January

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

Creative critique from a gender lens: 15-19 January

What worked: 

 

Lay's 

Portrays a refreshing scene of a popular film hero, Ranbir Kapoor, working alongside his mother in household chores, challenging typical gender norms. While it still subtly hints at traditional roles by emphasising the mother as being primarily responsible for the tasks, the positive aspect lies in breaking stereotypes by showcasing a renowned male figure participating in domestic activities with his mother.

 

Gender Sensitivity Score (GSS): 3.25/5

 

Bhima Jewels

Successfully promotes gender sensitivity by portraying the modern woman as self-sufficient and capable of celebrating her own achievements. The campaign's focus on self-love and empowerment breaks conventional norms, aligning with the evolving dynamics of the market. The narrative cleverly uses diamonds to symbolise life's triumphs, and Dhulipala's self-gifting twist challenges traditional perceptions.

 

GSS: 3.5/5

 

L'Oreal

The L'Oréal Paris campaign targets women, encouraging them to express themselves. The use of the lead cast from the web series "Four More Shots Please," featuring Sayani Gupta, Maanvi Gagroo, Kirti Kulhari, and Bani J, suggests a focus on diverse representations of women. The campaign promotes individuality and celebrates the unique personalities of each woman. The messaging seems aligned with empowering women to embrace their authenticity and boldly express their unique beauty.

 

GSS: 3.25/5

 

What didn't work:

 

Tide

Featuring Shah Rukh Khan as the brand ambassador, the film, has a male-centric approach, primarily highlighting Khan's endorsement and the tagline "real SRK - stain removal king." The use of language, such as "king," may perpetuate traditional gender stereotypes, implying men as more powerful. It further reinforces gender dynamics by portraying the mother as responsible for laundry while a man from a position of influence and power instructs her on stain removal, emphasising a gender power equation. A preferable approach would have been showcasing the product's benefits in a gender-neutral manner, emphasising effectiveness without relying on specific gender associations.

 

GSS: 2.75/5

 

Other films from the week: 

 

Maruti Suzuki

GSS: 3/5

 

Asian Paints

GSS: 2.75/5

 

Bausch+Lomb

GSS: 3/5

 

Casio

GSS: 2.75/5 

 

Hyundai Creta

GSS: 2.75/5

 

Lenskart

GSS: 3/5

 

Complan

GSS: 2.75/5

 

 

 

Source:
Campaign India

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