Campaign India Team
Dec 08, 2022

Creative critique from a gender lens: 28 November - 2 December

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

Creative critique from a gender lens: 28 November - 2 December

What worked: 



The ad depicts a confident woman who has a mind of her own and who is willing to break the social norms, be it marrying a man earning less than her or opting for a western dress for a traditional event. 


GSS: 3.5/5


Gulf Oil

GSS: 2.5/5



Reiterates the gendered role of the father as the protector but in a more caring way. 


GSS: 2.75/5


Saffola Fittify

Shows a young female celebrity and youth icon paying attention to her fitness and health. In a country where fitness and health are not a priority for young women, the ad conveys an important message. 


GSS: 3.25/5 



The ad shows a strong man as vulnerable and insecure. Thus, dissociating the perception of strong men as aggressive, confident and dominant in their relationships with women. 


GSS: 3.5/5  


Max Life

Interesting to see a youth icon being engaged in preparing a costume for the fancy dress of his daughter, breaking the stereotype that mothers are responsible for all such activities. 


GSS: 3.5/5 


Other films from the week:


Godrej Yummiez

GSS: 3/5 



GSS: 3/5 


Fit AF

GSS: 3.25/5

Campaign India

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