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

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