Dr AL Sharada
Feb 04, 2022

Creative critique from a gender lens: 24-28 January

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

Creative critique from a gender lens: 24-28 January
What did not work

Unacademy and Lupin are very much celebrity-driven and celebrate the concept of a competitive, male-centric world. While it is true that the films do not say that only men and boys are to compete with themselves to excel or break the barriers to achieve their goals, the presentation, the body language, the voiceover denote an aggressive macho image.

Gender Sensitivity Score (GSS): 2.25/5 (for Unacademy and Lupin)

The very sleek Yezdi ad while underscoring the contribution of the non-conformists to society once again establishes the vehicle as a macho mean machine.

GSS: 2.5/5
 
What did not work at all! 

The Snapdeal ad is a feel-good ad that is stereotypical to the core.   
 
The projection of the couple and the children, including the one son, one daughter family as a 'complete family', does not really project the changing face of the Indian middle class and its changing aspirations!
 
GSS: 2/5
 
Other films from last week:
 
 
 
GSS: 2.7/5
 
 
 
GSS: 2.7/5
 
 
 
GSS: 2.7/5
 
 
 
GSS: 3/5
 

 

Source:
Campaign India

Related Articles

Just Published

1 day ago

Kondurkar Studio responds to ideation controversy ...

The studio credited for the ideation behind the Cannes Lion-winning 'The Steel of India' film claims it is being unfairly targeted for criticism over Wieden + Kennedy's claims to be the originator of the work.

1 day ago

South Asia Agency of the Year Awards 2024

Celebrating your excellence at Agency of the Year

1 day ago

Birla Opus' feel-good animated film paints a new ...

‘Make Life Beautiful!' features an animated colourless world, made vibrant by a kid who beautifies spaces with his magical touch

1 day ago

MasterChow takes retail route as it aims for higher ...

The D2C brand is working on an omni-channel approach, has increased marketing spends by 20% and is aiming to pick 10% Indian market share over the next few years.