Creative critique from a gender lens: 27 February - 3 March

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

Mar 10, 2023 09:00:00 AM | Article | Campaign India Team Share -

What worked:

The film is very aspirational for girls interested in cricket, women playing in the IPL matches. Women are shown as competitive, competent, full of energy, and with a strong desire to succeed. We need more images of women unhindered and uninhibited chasing their dreams.

Gender Sensitivity Score (GSS): 4/5

What did not work:

Mountain Dew

A macho man and an impossible stunt!

GSS: 2.5/5

Stayfree

Periods are not as debilitating as they are made out to be in ads. Yes, they are uncomfortable for some and painful for others. For a few others, they may be uneventful. Good sanitary products increase the comfort level but they are in no way going to address the issues of pains, cramps, mood swings etc which make those five days difficult for girls and women. When brands claim that using their product would make the period happy, I think they are trivialising the real problems associated with periods and overclaiming.

GSS: 2.5/5

Other films from the week:

Entropik