Creative critique from a gender lens: 30 Aug - 3 September

Cult.fit

'Fitness is not an option' is an important message conveyed in the ad using humour. I hope more young people pursue fitness as a goal in itself and not just as a requirement for athletes and film heroes.

 

Gender Sensitivity Score (GSS): 3/5

 

Licious

It’s interesting to see a man quickly make a platter of yummy kebabs for his unannounced guests. The film also shows the young woman in a very non-stereotypical fashion; she’s not being patronising towards the man and neither jumping up to help him.

 

GSS: 3.5/5

 

Sunfeast Bounce

I think it is the latest trend to show obsessive and stupid mothers!

 

GSS: 2.5/5

 

Hero Lectro

This is a typical ad featuring a man in love with his bike!

 

GSS: 2.75/5

 

Kia

 

 

The ad is just highlighting the features of the car. What stopped the creative team from showing a woman as the car’s owner?

 

GSS: 2.5/5

 

Pepsi

A macho man single-handedly bashing up dozens of men to accomplish his ‘mission impossible’! Tell me, what is new about it?

 

GSS: 2/5

 

Boost

 

 

It’s interesting to see a celebrity being roped in to convey a good message to young boys: girls can play any sport and play well, too.

 

GSS: 3.5/5

 

KFC

A huge man known for his strength and ability to vanquish his opponents effortlessly finds new interests and passions. And they are not about riding mean machines or pursuing a competitive sport but the passion to stitch and embroider. It makes the viewer pause and wonder 'why not'?

 

GSS 4.5/5

 

Policybazaar.com

Once again the ad is targeted at men. Do we think that women do not invest in health insurance for themselves because they believe it is the responsibility of their husbands to provide for them? Insurance companies need to educate and bring more women to invest in their financial security. Medical expenses are one of the most frequent reasons behind sudden impoverishment.

 

GSS: 2/5

 

SBI Life

 

Once again a very male-centric, stereotypical ad.

 

GSS: 2/5

 

MobiKwik Zip

A stereotypical ad of two men addressing a financial crisis. What’s new?

 

GSS: 2/5