Creative critique from a gender lens: 20-24 February

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

Mar 03, 2023 08:04:00 AM | Article | Dr AL Sharada Share -

What worked:

Skoda Kushaq

The ad scores on many points:

1. It shows a family with a single girl child

2. It shows a man who is bonding with his child without any reservations

3. It shows a man who is willing to take the back seat

4. It shows a woman driving the car

These images create subliminal messages about gender-equal relationships in families. Many men and women are already redefining gender equations in families. The more visibility we give to those positive changes, the faster would be the change in the gendered social norms.

Gender Sensitivity Score (GSS): 3.5/5

What did not work:

Thums Up

Promotes risk-taking behaviour and machoism. However, in my opinion, unlike the ads featuring Salman Khan, this video with Shahrukh Khan looks a lot mellowed down in projecting the mean, dare-devil macho image.

GSS: 2.5/5

Amazon India