Dr AL Sharada
Jun 03, 2021

Creative critique from a gender lens: 24-28 May

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

Creative critique from a gender lens: 24-28 May

Britannia Pure Magic

A typical romantic film. The ad sticks to the stereotype of slim and fair-skinned protagonists, reinforcing the image that one needs to be beautiful/handsome to be attractive and desirable in a romantic relationship. 

Gender Sensitivity Score (GSS): 2.75/5

A very timely and meaningful ad highlighting the need for kindness and compassion in these difficult times.
GSS: 3/5

Highlights the boxed-in feeling experienced by many people living in small houses and the need for space and privacy at home in these lockdown times. The question is how many of them can actually afford the Lodha Properties
GSS: 3/5

Is MPL meant only for men? Macho man, macho games. The ad ignores the young girls and women who are equally into online gaming.
GSS: 2.25/5
Campaign India