Dr AL Sharada
Nov 02, 2023

Creative critique from a gender lens: 23-27 October

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

Creative critique from a gender lens: 23-27 October

What worked: 



In the spirit of Durgashtami, a festival that celebrates the strength of women and the triumph of good over evil, Helios' ad truly resonates with the essence of the celebration. This ad focuses on the pressing social issues that continue to plague our society, especially impacting the lives of women.


The Helios ad is a tribute to the indomitable spirit of nine remarkable women who are courageously combatting serious social ills, including trafficking, child marriages, gender-based violence, mental health challenges, sanitation problems, and more. 


In a world dominated by advertising, Helios uses its platform to raise awareness and inspire positive action. This ad is a poignant reminder that it's not just about celebrating women but also about addressing the very real challenges they face.  


Three cheers for the change-makers and a brighter future for all!


Gender Sensitivity Score (GSS): 3.5/5


Other films from the week: 



GSS: 3/5


British Airways 

GSS: 3/5 


Max Life Insurance

GSS: 3/5



GSS: 3.2/5



GSS: 3/5

Campaign India

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