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: 

 

Kisna

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

 

Havells

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 

 

FNP

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 

 

Cleartrip

GSS: 3/5 

 

Fit AF

GSS: 3.25/5

Source:
Campaign India

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