Creative critique from a gender lens: 21-25 March

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

Apr 01, 2022 02:26:00 AM | Article | Dr AL Sharada

What works

 

Kotak Mahindra

Though the product is for an investment service category that is often targeted at men, the film succeeds in giving equal screen time to men and women. It is good to see the ad recognising women investors, considering that many women are managing their own investments. 

 

Gender Sensitivity Score (GSS): 3.5/5

 

Hyundai

It is exhilarating to see women driving cars and enjoying the drive as much as the men. Driving skills are important. It gives women the freedom of mobility and access to various opportunities, even if it is just having a great time with friends on a drive.

 

GSS: 3.75/5

 

What doesn't work

 

Mother's Recipe

A humorous, but very stereotypical ad featuring a helpless man stuck between a controlling mother who would not let go of her son and a smart wife who tries to wean him away from his mother. 

GSS: 2.5/5

UpGrad

A very male-centric ad.

 

How is it that we don't often find young women promoting higher education, continuous education or online courses? Some women take breaks in careers due to marriage, childbirth, etc. These women are more in need of such courses to get back into the workforce again. Featuring more women in ads for such courses will help them aspire for better careers and faster career progressions. 

 

GSS: 2.75/5

 

Other films from last week:

 

Zee5

GSS:3/5

 

Lay's

GSS: 3/5

 

Snuggy Gold

GSS: 3/5

 

Ageas Federal Life

GSS: 2.75/5

 

TVS Star City Plus

GSS: 2.75/5

 

My11Circle

GSS: 3/5

 

Manyavar

GSS: 3/5

 

Livspace

GSS: 3/5

 

ITC Classmate

GSS: 2.75/5

 

Uber

GSS: 2.75/5

 

Frooti

GSS:3/5

 

Wild Stone Code

GSS: 3/5