Creative critique from a gender lens: 2-6 August

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

Aug 12, 2021 06:06:00 PM | Article | Dr AL Sharada


A run of the mill kind of Lux ad with just a beautiful woman with an impressed and admiring husband.

Gender Sensitivity Score (GSS): 2.5/5


I am yet to see a woman speaking to her lipstick!

GS Score: 2.5/5

It’s good to see a few young women in the ad being as anxious about their college education as the young men.
GS Score: 3/5
Royal Enfield

What an inspiring ad. It is interesting to note that Enfield, which is identified with macho men, actually featuring a lone woman driving long distance in difficult terrains to reach home. It reflects the aspiration of the woman who decides to go far from home to fulfil her dreams, and also her confidence to ride back home alone on a mean machine. Considering the fact that motorcycles are seen as male vehicles, it is really brave on the part of the creative team to feature a young woman in the ad.
GS score: 5/5

It is refreshing to see that a man is shown as going through his social obligations with a smiling face despite a headache. Usually, we find women stereotyped in such roles as suffering and self-sacrificing individuals.
GS score: 3.75/5

The film captures the shyness and reticence of the elderly man that’s so different from the regular portrayal of men. Usually, irrespective of age, they are shown as confident, loud and aggressive.
GS score: 3.25/5
Asian Paints

Comparing the beauty of a woman to the beauty of wall paint! I wonder how many people will buy the paint because it looks better than Deepika Padukone?

GS Score: 2.75/5