Dr AL Sharada
Oct 14, 2021

Creative critique from a gender lens: 4-8 October

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

Creative critique from a gender lens: 4-8 October

The series of three a's manage to feature aspirations of men and women from different age groups. Particularly the ad featuring the daughter and mother is noteworthy as it shows a mother planning her finances for investments in her daughters higher education breaking the long-held notion that only men are responsible for financial investments in family.
Gender Sensitivity Score (GSS): 3.75/5
Though the women featured in the ad by and large stick to the concept of beauty as defined in ads, it is interesting to note that it also features women who are dusky in complexion, and are not slim; particularly the elderly women 
GSS: 3.5/5
The ad succeeds in providing a balanced portrayal of men and women in the ad.
GSS: 3/5
An inspiring ad with a voice over reciting verses that goad women to be the heroines of their own lives. It features not just women but also a transwoman thus moving beyond the binary of men and women to stress the point that they also have the freedom to dream, aspire and achieve.
GSS: 4.25/5
The pressure on women to conform to the social norms and expectations is high and is a major limiting factor in their aspirations and achievements. Women and girls must learn to trust their instincts and listen to their inner voices. The ad conveys the message effectively through its brand ambassador Tapsee Pannu who achieved success against many odds.
GSS: 4.25/5
Naughty boy, harassed and hyper mom worried about germs and a smart aunt. It cannot get more stereotypical than this.
GSS: 2.5/5
A celebrity-driven ad with women as passive partners.
GSS: 2.5/5


Campaign India

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