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

 

InsuranceDekho

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. 

 

GSS:3/5

 

Other films from last week:

 

Appy Fizz

GSS: 3/5

 

Bajaj Electricals

GSS: 3/5

 

Upstox

GSS: 2.75/5

 

Mumbai Indians

GSS: 3/5

Fortune Sunflower Oil

GSS: 2.75/5

 

Spotify

GSS: 2.75/5

 

Vicks

GSS: 2.75/5

 

Castrol Magnatec

GSS: 3/5

 

Cred

GSS: 3/5

 

Jar

GSS: 2.74/5

 

Dream11

GSS: 2.75/5

 

Dell Technologies

GSS: 3/5

Source:
Campaign India

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