Dr AL Sharada
Jun 30, 2022

Creative critique from a gender lens: 20-24 June

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

Creative critique from a gender lens: 20-24 June

This is Pride month, when the diversity in sexualities and genders is celebrated. It is also the time to assert the right to choose and the right to sexual orientation and gender identity.

 

What worked: 

 

Lenskart

The Lenskart ad urges people to see the world through the eyes of love. The message that the LGBTQI+ community should be respected, seen, heard, loved, and cared for comes out strongly. The more diverse our organisations and society become, the more inclusive our growth and development would be. 

 

Gender Sensitivity Score (GSS): 4.5/5

 

Infosys

The other ad marking the Pride month is from Infosys. It shows the coming of age of a gay person. It traces the journey of a person who faces the pressure to fit into socially defined gender identities, but finally asserts his identity, being what he wants to be. 

 

GSS: 4.5/5

 

Both the ads are empowering and convey an important message to the heterosexual and cis gender persons, to embrace the diversity and beauty that nature offers. 

 

What did not work:

 

Neutrogena

The ad once again builds on the insecurity and low self-esteem of women, with regard to their appearance, rather than showing them as informed adults who choose the right skin care product. Their choice is mediated by a male authority. 

 

GSS: 2.5/5

 

Ads on financial services

 

There are eight ads for financial services this week. Not a single woman is featured in any of these ads, except in one ad where the mother and wife are presented as faceless voices. How long are we going to ignore women as potential customers for banks, income tax service providers, and investors? Do advertisers realise that by showing women in these ads, there is a possibility that more women would be encouraged to engage actively in choosing and availing financial services? 

 

Spice Money

GSS: 2.5/5

 

Yes Bank 

GSS: 2.5/5

 

ClearTax

GSS: 2.5/5

 

HDFC Life

GSS: 2.5/5 

 

Other films from the week:

 

mCaffeine 

GSS: 2.75/5

 

Kurkure 

GSS: 3/5

Source:
Campaign India