Creative critique from a gender lens: 27-31 March

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

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Creative critique from a gender lens: 27-31 March

What worked:

Puma's ad conveys two important messages. One is the importance of sports for the happiness and well-being of people in general. Two, the importance of women's participation in sports is conveyed through the portrayal of girls and women in different sports. In a country where most girls stop participating in sports in their adolescence, we must give more visibility to women in sports to break the barriers to women pursuing sports.

Gender Sensitivity Score (GSS): 3.75/5

Ceat

The ad features a confident Harmanpreet Kaur expertly manoeuvring the potholed busy lane with much skill. The ad features a young woman role model and also breaks the common perception that women are not good drivers.

GSS: 3.5/5

What did not work:

NatureFresh

I find this ad problematic. It sets unrealistic expectations for mothers. While it is the responsibility of every parent to provide everything possible to their children to help them achieve their dreams, both living their dreams for them or forcing our dreams on them is wrong. Time we stop such portrayals which gaslight women.

GSS: 2.5/5

Lloyd

While the ad manages to give equal screen time and role to both celebrities, it remains within a gendered framework. Ranveer is shown sweating it out in the sun cleaning his car which he says is his 'jaan'- it reinforces the perception that men like to be in the sun, don't mind getting dirty and sweaty and that they love their vehicles. Whereas, Deepika is shown pulling up Ranveer for getting sweaty and dirty and trying to cool him by switching on the Lloyd AC while saying he is her 'Jaan'. Once again a female stereotype of a woman being well groomed, mothering the man and centring her emotions around him.

GSS: 2.5/5

Dream11