Dr AL Sharada
Dec 02, 2022

Creative critique from a gender lens: 21-25 November

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

Creative critique from a gender lens: 21-25 November

What Worked: 

 

Future Generali

An eye-opener. Exposes the marginalisation of people with disabilities in work and social contexts. It forces us to realise how casually we stereotype and 'other' people with disabilities. 

 

The ad not only promotes inclusive organisations but also inclusive communication by projecting women and men with disabilities in various activities and contexts.

 

Gender Sensitivity Score (GSS): 4.5/5

 

Platinum Love Bands

Inspiring ad? Very similar to the engagement bands ad of Tanishq's 'Marriage Conversations'. 

 

Anyway, credit needs to be given for challenging the social norm that women should be younger than men in a marriage.

 

GSS: 4.5/5

 

Tanishq

One of the reasons for a son preference in society is the patrilocal marriage system where the woman goes to live with her in-laws/husband after marriage. There is a sense of economic insecurity as well as the fear of being alone in old age among parents, pushing them to prefer sons over daughters, as the social norms prohibit the daughter from taking on the responsibility of her aged parents.

 

The ad shows the concern of a young woman for her ability to support her aged parents after marriage and the understanding and empathy of the man deciding to stay close to his in-laws.

 

It would have been so much more empowering to see the woman making the choice and the man respecting it.

 

GSS: 4.25/5 

 

What could have worked: 

 

Ageas Federal Life Insurance

The ad typically features a boy with a celebrity who is talking to children about pursuing dreams and advising parents to invest in their children's dreams.

 

Replacing the boy with a girl would have given a strong message to parents to recognise and promote the dreams of the girls, who are often marginalised in the family and society. 

 

Other films from the week:

 

RummyCircle

GSS: 2.75/5

 

Byju's

GSS: 3/5 

 

Disney Star

GSS: 3/5 

 

Adidas

GSS: 2.75/5 

 

True Elements

GSS: 2.75/5

 

Vivo

GSS: 3/5

 

eBay

GSS: 2.75/5

 

Google Pixel

GSS: 2.75/5 

Source:
Campaign India

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