Dr AL Sharada
Feb 05, 2021

Creative critique from a gender lens: 25-29 January

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

Creative critique from a gender lens: 25-29 January

The ad is engaging. It is interesting to note that while the men are shown as asking the women to make coffee, the women are not shown as being overenthusiastic to indulge. In fact, the young woman reminds her husband that it is his turn to make coffee, reflecting the much-needed role negotiation in the family. However, in the restaurant we see the man placing the order and a man receiving and endorsing the order. The most heartening thing when we visit some states like Tamil Nadu is the presence of women not just in five-star hotels but in regular three-star hotels as well. Wonder why they remain invisible in our ads!
GS Score: 3.5/5

The ad shows the unique products and designs of Chumbak in an interesting way with a woman yielding to the temptation of taking pics to post on Instagram. The girl portrayed is once again a good-looking young girl – Sara Ali Khan. Would it really make a difference if we showed a girl who does not fall into this stereotype?
GS Score 3/5 
A nice sentimental ad, but sticks to two good boys and one female teacher. It would have been so much more appropriate if they had shown a girl and boy from a lower economic stratum considering the digital divide in the country!
GS Score 2.5/5

The ad tries to use the current focus on the vaccine to ask people to take advantage of the Big Bazaar sale to save money. But the logic looks quite contrived. Like it is the norm in ads generally, the young woman meets the image of a fair and beautiful woman. But why does she take out the mask when she is talking? Mask is meant to be worn to stop droplets from transmission, right?
GS Score 2/5

Once again this ad, too, looks very frivolous. 'Dil ka donor mil gaya' says the doctor, and the man wants to eat Bingo in the evening? I just could not comprehend the ad.
GS Score 2/5
Campaign India