Dr AL Sharada
Jan 13, 2023

Creative critique from a gender lens: 2-6 January

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

Creative critique from a gender lens: 2-6 January

Most of the ads this week are male dominated (Bandhan Bank, Lenskart) and male-centred (Cleartrip, PNB Housing Finance). Women are conspicuous by their absence in most ads even while there are many opportunities to include them in the films in diverse roles.

 

What worked: 

 

Britannia

This an interesting ad for an important initiative for promoting women's entrepreneurship. Often women forget their dreams and aspirations they had as young women when they get busy with the household tasks and responsibilities after marriage. The ad reminds women to go back to the old days and start dreaming again. Hope the ad helps more women connect with their dreams and aspirations once again. 

 

Gender Sensitivity Score (GSS): 3.75/5 

 

What could have worked: 

 

Motilal Oswal

Showcases a woman deciding on what kind of investment she wants to make and a couple unable to decide on what they want to invest in. However, having a woman speaking about the product or having more women choosing particular investment options could have given greater visibility to women as investors. It is important to show women handling finances and investments more often in communication to empower women financially. 

 

GSS: 3.25/5 

 

Other films from the week:

 

Lenskart

GSS: 2.75/5

 

Cleartrip

GSS: 2.75/5 

 

Dalmia Cement

GSS: 2.75/5

 

SBI General Insurance

GSS: 3/5

 

Cult.fit

GSS: 3/5

 

Bandhan Bank

GSS: 3/5 

 

Kurkure Playz

GSS: 3/5 

 

Pidilite

GSS:3/5

 

Huggies

GSS: 3/5 

 

Samsonite

GSS: 3. 25/5

 

Cred

GSS: 2.75/5

 

PNB Housing Finance

GSS: 2.75/5

 

Source:
Campaign India

Related Articles

Just Published

1 hour ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

2 hours ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

2 hours ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

3 hours ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.