Dr AL Sharada
Sep 29, 2020

Creative Critique from a gender lens: 21-25 September

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

Dr Sharada reviews six ads from last week
Dr Sharada reviews six ads from last week
A very powerful ad with celebrity support which urges people to look beyond the stereotypes and societal norms and challenge them to make the world become a happy place. It includes all the isms such as fascism, racism, gayism  asking people to drop biases and look past superficial differences.  
GSS: 3.5/5 
The series of four ads are quite relatable with the young generation and are quirky to ensure that the message is understood well. However, the part where the boy is seeking contraceptive at a medical store without mentioning it to the pharmacist captures the stigma attached to the idea of sex and use of contraception. It’s high time that people are open to talk about it without feeling  ashamed. 
GSS: 3/5
It is a relevant and an inspiring ad where children become the voice of the voiceless that is the trees and prevent them from being cut for the betterment of their future. While there was enough evidence to conclude that during the Lockdown, the environment could breathe again and thrive, it is important that in the post Covid era with normalcy setting in, it is critical that preservation of our ecosystem remains vital for everyone. Promoting a brand with such a  key message can bring about a change in the attitude and the behaviour as well.
GSS: 3/5
Some psychological boost for Indians with IPL amidst Covid. Young girls and women getting excited about the game as much as men and boys. What is worth appreciating is the woman managing the business and asking her colleague to prepare for the order. More ads featuring women in decision making positions and heading businesses  will help break stereotypes and motivate more women.
GSS: 4/5
The ad portrays a young couple who are enjoying their life doing the things they like together.the equation between the couple is comfortable with both enjoying watching a sport or going to a pub. 
GSS: 3.5/5
It highlights the importance of following proper hygiene practices while emphasising the ease of use of the product. The ads lets the surfaces talk for eg. bag, toilet flush, car seat, computer systems which is quite an innovative idea. 
GSS: 3/5
Campaign India

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