Creative critique from a gender lens: 22-26 August

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

Sep 01, 2022 08:26:00 PM | Article | Campaign India Team Share - Share to Facebook

What worked: 

 

Tinder

“Look for a yes; because anything less than that is a no.” This Tinder long-form advertisement has sensitively addressed the concept of consent. Set among a group of friends playing ‘never have I ever’, the advertisement brings out the doubts plaguing various couples in the room when the issue of consent is raised. 

 

Apart from each couple trying to reflect on their actions in their relationships, the advertisement goes a step further and shows two heterosexual men, discussing about consent. Otherwise, a responsibility always left on the shoulders of women to talk about and explain. The advertisement also does not shy away from showing similar issues plaguing couples in same-sex relationships. No means no, for anyone and everyone, irrespective of their sexuality. A commendable attempt at normalising this conversation, Tinder!

 

Gender Sensitivity Score (GSS): 5/5

 

Fi App

Seema Aunty, of the Indian Matchmaking fame, is seen promoting an app focused on investments and finances. Seema, in the advertisement, focuses on linking the client to the right financial investment tools, as per their requirements and criteria, as she had done in her infamous reality show for marriages. It is a welcome change to see that at least one out of the three clients presented is a woman, which is an acknowledgement of the fact that women are also taking investments and financial decisions today. 

 

GSS: 3.5/5

 

Google

The campaign presents the exploits of two women achievers in the field of sports and fitness. Playing on the 'log kya kahange' (what will people say) dialogue, often used to hold back women from achieving their dreams, this Google advertisement focuses on its audio search feature with the apt tag line 'Ab toh log bhi bol rahe hai' (now people are saying it too), indicating how people are now learning about these women achievers through this Google feature.

 

GSS: 3.75/5 

 

Godrej Interior

An all-around modern and aspirational representation of the Indian kitchen. By presenting both men and women of different ages and relationships working together in the kitchen - cooking, cleaning, helping each other – along with the latest improvements in kitchen interiors, the advertisement aptly markets the product to the growing aspirations of a modern-day Indian family. In doing so, it does not leave the responsibility of how the kitchen should look or function solely on the shoulders of the women.

 

GSS: 4/5

 

Other films from the week:

 

The Sleep Company

GSS: 3/5

 

Zivame

GSS: 2.75/5 

 

Sleepyhead

GSS: 2.75/5

 

WhatsApp

GSS: 3/5

 

Limca Sportz

GSS: 3/5

 

Syska Fans

GSS: 2.75/5

 

Casio India

GSS: 3/5

 

HDFC Bank

GSS: 3.25/5

 

Skoda

GSS: 3.25/5

 

Max Life Insurance

GSS: 3.25/5

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