What could have worked:
An interesting ad featuring a man who embodies fitness and is a hot favourite of young women. Featuring a young woman or women also using the product along with the man would have made it an inclusive ad.
Gender Sensitivity Score (GSS): 2.75/5
What did not work:
Recently in Hyderabad, a woman was molested by a Rapido driver while on a ride. It is a very useful and inexpensive mode of transport service which many young women are using. Where was the need to use the word saxy in the jingle? Maybe the creative team could have thought of replacing 'saxy' with 'safety' because that is what women seek while choosing a taxi service, not it being saxy.
GSS: 2/5
A very stereotypical male-centric ad. The advisor, the client and the concerns are all male. The mission of Hexa Health states 'to empower patients with the right education, to enable discovery of the right doctor/hospital and to deliver better health outcomes with care.' Can it then ignore women, who are scared, dependent and unable to access health services? Who depends on men from their family for all their health services needs? How about reassuring them and helping them cope with the surgery? It is a product which should be conscious of the health needs of women and their limitations in accessing health care including health insurance systems. According to an ICICI Lombard study, health insurance is not priority for women in India. A recent survey among 1,009 women found only 39% of them had health coverage. Of this figure, 22% had bought insurance for themselves, while the rest depended upon policies bought for them by male relatives or employers. More women need to be encouraged to buy health insurance and seek timely services.
GSS: 2.5/5
GSS: 3/5
GSS: 3/5
GSS: 3/5
GSS: 3/5
GSS: 3/5
GSS: 3/5
GSS: 3/5
GSS: 3/5
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