Dr AL Sharada
Apr 07, 2022

Creative critique from a gender lens: 28 March - 1 April

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

Creative critique from a gender lens: 28 March - 1 April

What works


JSW Paints

The ad features a woman celebrity, not only owning a house but also doing it up as per her choice. The voice of authority is also that of a woman. 


The number of women owning or co-owning a house has risen to 43.3% according to the NFHS-5 report in 2021. 45.7% of rural women claimed such ownership against 38.3% in urban areas. It is a welcome change. The real estate, home decor and furnishing industries need to take these statistics into account while creating ads to encourage more women to invest in properties in their names.


Gender Sensitivity Score (GSS): 3.5/5


What doesn't work


Tata Salt SuperLite

This film is a golden opportunity by showing men in kitchen cooking for their families, instead of the stereotype of women as the sole users of the kitchen and health bearers of all the family members. The ad could have added at least one or two men, not male cooks but men of the household, to  convey the message. 


GSS: 2.75/5


What could have worked



A stereotypical ad that shows the man as the protector and provider. However, the ad shows women in non-stereotypical roles. The mother is practising dance, and the daughter and wife are engaged in a workout.


GSS: 3.25/5


Special Mention


Cadbury Dairy Milk 

A sensitive initiative by Cadbury Dairy milk celebrating the ground staff. It is a fact that the ground staff is predominantly male. However, there are exceptions like Jacintha Kalyan from Chinnaswamy Stadium in Bangalore, a woman BCCI qualified curator. Hoping she gets more visibility through the campaign, to inspire more women to explore new work opportunities. 




Other films from last week:


Appy Fizz

GSS: 3/5


Bajaj Electricals

GSS: 3/5



GSS: 2.75/5


Mumbai Indians

GSS: 3/5

Fortune Sunflower Oil

GSS: 2.75/5



GSS: 2.75/5



GSS: 2.75/5


Castrol Magnatec

GSS: 3/5



GSS: 3/5



GSS: 2.74/5



GSS: 2.75/5


Dell Technologies

GSS: 3/5

Campaign India

Related Articles

Just Published

3 hours ago

FCB India appoints Ashima Mehra as CEO

Mehra has over 18 years of experience and was most recently at Leo Burnett India.

3 hours ago

Colgate takes on the not-so-sweet problem of ...

Featuring celebrity ‘dessert’ influencers, the film tackles appropriate oral care after the consumption of after-dinner treats.

3 hours ago

Publicis organic growth jumps 5.3% in Q1

Groupe says growth driven by 'new business tailwinds' with a 'clear rebound in the tech sector'.

5 hours ago

Moves and wins roundup: Week of 12 April

Read all the latest news from the marcomms world including updates from L’Oreal India, Disney Star, Crosshairs Communications, Cleartrip and more, in our weekly round-up of people moves and account wins.