Creative critique from a gender lens: 31 October - 4 November

Dr AL Sharada, director, Population First, reviews a selection of ads from last week

Nov 11, 2022 08:05:00 AM | Article | Dr AL Sharada

What worked:

 

Mamaearth

The ad shows parents talking about how they take care of their baby which is a slight deviation from ads which only show women being concerned about the wellbeing of the babies. 

 

GSS: 3.5/5 

 

AMFI

The ad has the potential to influence the way parents think about investing in the dreams of their daughters, with two cricketing icons advising the father to invest right for her future.

 

GSS: 4/5 

 

What did not work:

 

Castrol Activ

Totally, male-centric.

 

GSS: 2.25/5

 

Special mention:

 

Santoor

Shows a confident and successful woman in a male-dominated profession. However, it somehow reinforces the notion that motherhood robs women of beauty and youth unless, of course, they use Santoor. 

 

GSS: 3.5/5

 

Licious

Anil Kapoor equating himself to a well-marinated Licious Chicken! Height of self-objectification!

 

GSS: 2.5/5

 

Other films from last week:

 

GoIbibo

GSS: 2.5/5

 

Ola Electric

GSS: 3/5

 

Cera

GSS: 2.5/5

 

Google Cloud India

GSS: 3.25/5

 

Nature 4 Nature

GSS: 3/5

 

Max Life Insurance

GSS: 3/5