Creative critique from a gender lens: 5-9 September

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

Sep 16, 2022 09:37:00 AM | Article | Dr AL Sharada

What worked: 

 

Navneet Education 

A very interesting social experiment that highlights the undervaluing of women teachers and a laudable attempt to add the title Tr. to their names. Women constitute 55.36% of primary school teachers in India and they lay the foundation for the future of their students. Yet, they are not given due recognition as professionals in society, as teaching children is often seen as an extension of women's nurturing role at home.

 

Gender Sensitivity Score (GSS): 4.25/5

 

Boost

It is not very often that we find girls endorsing a product with a celebrity. The film does well by portraying a young girl as an aspiring cricketer, taking the challenge thrown by a senior cricketer and achieving the task. The ad projects a very empowering image of the girl. 

 

GSS: 4/5

 

Fittr

"Agar main strong nahi banoongi toh meri beti ko kaise strong banaoongi", says the protagonist. Yes, women need to be strong before they try to help their daughters become strong. The ad successfully challenges the social expectation that women should be docile and urges them to defy the dysfunctional gender norms.

 

GSS: 3.75/5

 

What did not work:

 

Amul

The ad states that 'women reach the hearts of their loved ones through Amul'. This reinforces the gender norm that women are the ones responsible for providing delicious food of their choice to their different family members. For a brand that is as old and as popular as Amul, it shouldn't have been difficult to challenge this norm and make men and women being equally keen and responsible for reaching the hearts of their loved ones.

 

GSS: 2.25/5

 

Vicks

The woman police officer is portrayed in a very unprofessional manner - her body language, dealing with the erring motorcyclist and his response undermine her authority. In a country where women in uniform are not given their due respect, ads like these help further trivialise their role in the police department.

 

GSS: 2.25/5

 

Other films from the week:

 

Aisle

GSS: 3/5 

 

Ikea

GSS: 3/5

 

Performax

GSS: 3/5

 

Damensch

 

GSS: 3.25/5

 

Amazon

GSS: 3.25/5

 

Sebamed

GSS: 3/5

 

Dabur

GSS: 3/5