Dr AL Sharada
Feb 09, 2024

Creative critique from a gender lens: 29 January-2 February

Dr AL Sharada, advisor, Population First, reviews ads from last week on the basis of gender sensitivity

Creative critique from a gender lens: 29 January-2 February

The Gender Sensitivity score is based on the following parameters:

0.5-1.5: Gender offensive, 1.5- 2.5: Gender stereotypical, 2.5-3.5: Gender Neutral, 3.5- 4.5: Gender Sensitive, 4.5-5: Gender transformative. 


What worked:



The ad demonstrates gender sensitivity by portraying a partnership between the couple where traditional gender roles are challenged. The husband is actively involved in household chores like renovating the home and breaking away from stereotypes. The narrative highlights each other's strengths emphasising mutual respect and equality in the relationship. Additionally, the inclusion of the wife's parents in the family dynamics, as symbolised by the nameplate, showcases the importance of the woman's parents also having an equal right to live with her. This is particularly important in the Indian context where parents seem to have the right and freedom to stay with only their Son's family. The ad highlights the importance of familial relationships and equality in decision-making.


Gender Sensitivity Score (GSS): 2.5/5


What could have worked:


Zip Zap Zoop 

The ad seems to be promoting consumeristic behaviour and brand consciousness among children by emphasising the importance of fashion, variety, and inclusivity in clothing choices. While providing hypoallergenic and environmentally sustainable options is commendable, the focus on fashion trends and reaching a wide audience through a social media influencer may contribute to materialistic attitudes in children. This influence can lead to children feeling pressured to conform to certain standards of style and brand preferences, potentially impacting their self-esteem and sense of identity. Additionally, the accessibility of the brand messaging and inaccessibility of the brand's products to large sections of children who cannot afford the brand may encourage children to prioritise clothing as a means of self-expression, self-worth and identity which can have negative effects. 


GSS: 2.25/5 


Nilkamal Sleep 

The use of Bobby Deol in Nilkamal Sleep's campaign seems appropriate given his popularity and resonance with the brand's philosophy. However, if the portrayal in the ad resembles his toxic role in 'Animal,' it could potentially be objectionable as it may unintentionally justify or glamorise negative behaviour. Advertisers need to be mindful of the context in which they portray celebrities to ensure alignment with their brand values and messaging.


GSS: 2.25/5


Other films from the week: 



GSS: 2.75/5



GSS: 3/5


Bharat Matrimony



GSS: 3/5



GSS: 3/5



Campaign India

Related Articles

Just Published

1 day ago

Women Leading Change 2024 shortlist revealed

See the women and companies shortlisted for the eighth annual awards. The winners will be announced at a live presentation on May14th at Marina Bay Sands.

1 day ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

1 day ago

Hideous Luxury unpacks the weight of "emotional ...

The film is equal parts visually-striking and bizarre, as it tackles the idea of carrying burdens both literally and metaphorically.

1 day ago

Goafest 2024 and ABBY Awards to be held in Mumbai ...

The much-anticipated Goafest will now take place at the Westin Powai in Mumbai from May 29 to 31.