Dr AL Sharada
Mar 11, 2022

Creative critique from a gender lens: 28 February - 4 March

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

Creative critique from a gender lens: 28 February - 4 March

What works



The ad scores on three counts. First, it shows a father celebrating a daughter, second, it shows a father dreaming big for his daughter and third the parents are shown protecting her from various diseases through vaccination. Featuring the favourite captain of Indian Men's cricket, MS Dhoni, I hope the ad motivates parents to vaccinate their babies fully and feel happy about their daughters. 


Gender Sensitivity Score (GSS): 4.5/5



The ad piques the interest of the viewers with the suspense regarding the red leaflets being distributed in the school by the girls and raises two important issues:


1. The skipping of the chapter on menstruation in biology classes.


2. Dropping out of girls from school because of poor understanding of menstruation and lack of access to menstrual hygiene products. 


It shows the girls as empowered and confident by succeeding in getting the support of the school authorities to the issue.


GSS: 4/5


Surf Excel

The ad breaks the brand's inhibitions in showing girls getting dirty in play. Except one, all ads of Sirf featured boys as the main protagonists taking up the responsibility of protecting their little sister, distracting fighting adults, etc. It is, therefore nice, to see girls playing Holi uninhibited, enjoying every bit of it and getting their clothes dirty. It is equally interesting to note the girl child taking the initiative to colour the elderly lady to join the fun by hugging her and staining her clothes with her own colours.


GSS: 3.75/5


Set Wet 

GSS: 2.75/5


Future Generali


GSS: 3/5 


Alpenliebe Eclairs Plus

GSS: 3/5



GSS: 3/5


Flipkart Shopsy

GSS: 3/5


Coca-Cola Zero 

GSS: 3/5



GSS: 3/5



GSS: 3/5


Flipkart Seller Hub 

GSS: 2.5/5



GSS: 2.75/5

Campaign India

Related Articles

Just Published

2 hours ago

Safety concerns rise as MDH and Everest spices face ...

The FSSAI will soon be initiating an inquiry after Hong Kong and Singapore banned the two spice brands for allegedly containing carcinogens.

2 hours ago

Times of India launches 'My City, My Art' challenge ...

Participants are encouraged to unleash their creativity by reimagining their cities through artistic expression.

3 hours ago

Goafest unveils 'age of adaptability' theme for 2024

A chameleon has been selected as the 2024 event mascot, symbolising the industry's need to continuously evolve in response to changing environments.

4 hours ago

Google delays cookie deprecation again: APAC adtech ...

Google will now phase out cookies entirely in 2025 after being told the concerns around Privacy Sandbox still need to be addressed.