Dr AL Sharada
Nov 10, 2023

Creative critique from a gender lens: 30 October- 3 November

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

Creative critique from a gender lens: 30 October- 3 November

What worked: 

 

Gulf Oil

Gulf Oil has chosen a female celebrity, Smriti Madanna, as the face of the brand. It spotlights Gulf Oil's impressive 'insta zoom' and exceptional 'pick up' features while challenging traditional stereotypes. In a world where men have often been associated with superior knowledge in vehicle maintenance and repairs, Gulf Oil's decision to feature a woman shatters these preconceived notions. It's a bold move that empowers and inspires, highlighting the brand's commitment to breaking the barriers. 

 

Gender Sensitivity Score (GSS): 3.25/5 

 

What could have worked: 

 

Agoda

This ad is humorous and highly engaging. However, I couldn't help but wish for a female neighbour to bring a refreshing twist to the storyline. Having her get inspired and embarking on her own adventures would have added a delightful layer to the narrative. With a male neighbour, the conclusion becomes somewhat predictable. Women tend to travel alone less frequently than men, often due to safety concerns. Featuring a woman in the ad could have underscored Agoda's commitment to ensuring the safety and security of travelers, emphasising the ease of their services for all.

 

GSS: 2.75/5 

 

Aside: 

 

Two ads featured in this edition creatively promote the value of inclusion. 

 

Astral Pipes

Astral's 'Pyaao' (public tap) ad emphasises the universal accessibility of water from their tap, irrespective of factors like caste, class, religion, and background, demonstrating a commitment to inclusivity. 

 

GSS: 3/5

 

Vicks

The film, with its sign language anthem to support the Indian cricket team, shines a spotlight on the unheard voices of the 6.3 crore hearing-impaired individuals, inviting them into the cheering crowds. These ads not only showcase brands' dedication to inclusion but also do so in a sensitive and relatable manner.

 

GSS: 3/5

 

Other films from the week: 

 

Prime Video

GSS: 3/5 

 

Uber One

GSS: 3/5

 

Spotify 

GSS: 3/5

Sleepwell 

GSS: 3/5

 

 

Source:
Campaign India

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