Dr AL Sharada
Sep 01, 2023

Creative critique from a gender lens: 21-25 August

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

Creative critique from a gender lens: 21-25 August

What worked: 



This advertisement astutely tackles the pressing and modern concern of online predators. It sheds light on the susceptibility of children to these threats and its impact on them. The urgency to address this matter is evident. A report in the Economic Times quoting Interpol data says that 'an estimated 2.4 million online child sexual abuse instances were reported in India from 2017 to 2020, and 80 per cent of these were girls under the age of 14.'


It is time for parents, educators, community members, counsellors, law enforcement agencies, and others to acknowledge the gravity of this crime. The ad creates awareness about the availability of the much needed counseling services at Missing. Such initiatives need heightened exposure in mainstream media to garner the attention they rightfully deserve.


Gender Sensitivity Score (GSS): 3.5/5


What could have worked: 



This ad merits commendation from a gender perspective on two significant fronts. Firstly, it should be acknowledged for its emphasis on the theme of adoption in the context of marketing bed linen with considerable creativity. Secondly, the ad should be lauded for depicting a couple opting to adopt a girl despite already having a son. In a society where the birth of a son is often perceived as completing a family, the decision to pursue a second child, specifically a girl, is a thought-provoking departure from the norm. However, it is essential to critically assess the ad's potential impact as well.


While the ad challenges the conventional family structure, it might inadvertently reinforce the idea that an ideal family necessitates both a son and a daughter. Perhaps a more nuanced approach would have involved a family with a daughter adopting another girl. It's worth acknowledging that the persistent underrepresentation of families with daughters in advertising further underscores the ongoing societal resistance to this notion. 


GSS: 3.25/5 


Other films from the week: 


Bharat Matrimony

GSS: 3/5


Disney+ Hotstar

GSS: 2.75/5


GSS: 2.75/5


Asian Paints Royale Glitz

GSS: 2.75/5


JSW Paints 

GSS: 2.75/5 



GSS: 3.25/5 



GSS: 3/5


Britannia Nutrichoice 

GSS: 2.75/5

Campaign India

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