Dr AL Sharada
Apr 14, 2022

Creative critique from a gender lens: 4-8 April

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

Creative critique from a gender lens: 4-8 April

What didn't work:

 

This week we have several ads released keeping the IPL mania in mind and are, as expected they are mostly, men centric. 

 

Swiggy

Humorous ads, but where are the women? Is the IPL only for men and boys?

 

Gender Sensitivity Score (GSS): 2.5/5

 

Acko

Is car insurance a product exclusively for men?

 

GSS: 2.75/5

 

Skoda Slavia

When we had only Ambassador and Fiat as options, I always dreamt of driving the latter. There may be many women who dream of owning cars but may not be articulating their dreams. We need to help women dream. How about featuring a woman next time? 

GSS: 2.75/5

 

Melorra

Now we have to plan not only for wedding jewellery but also for post-wedding jewellery! It reinforces the perception that women are obsessed with possessing gold jewellery. 

 

GSS: 2.5/5

 

What worked: 

 

Parryware

The ad speaks of tears, fears, dreams and aspirations and showcases men and women, girls and boys of different ages, not just the men, using the privacy of the bathroom to express and explore their emotions and talents.  

 

GSS: 3.25/5

 

Levi's

Though the ad features a Bollywood star, it manages to keep the focus on the product and does not sexualise or objectify the woman. 

 

GSS: 3.5/5

 

A23

At last, an ad for IPL that manages to look a little beyond men when talking about cricket. 

 

GSS: 3/5

 

 

Other films from last week:

 

Pearson 

GSS: 3/5

 

Cred

GSS: 3/5

 

Men of Platinum

GSS: 3/5

 

PharmEasy

GSS: 3/5

Source:
Campaign India

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