Creative critique from a gender lens: 6-10 December

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

Dec 16, 2021 06:35:00 AM | Article | Dr AL Sharada

Star Sports

The ad conveys an important message, stand up for yourself and against bullies and harassers. By showing not just a woman, but also men as being vulnerable and facing different kinds of violence, aggression and harassment, the ad urges all of us, including the onlookers, to respond. The ad captures the spirit of the game of Kabbadi, to challenge and defeat the aggressors well. 

 

Gender Sensitivity Score (GSS): 4/5

 

Lenovo

The ad maintains a good gender balance by including both men and women teachers, having got the support of Lenovo in reaching education to children during the Covid pandemic. 

GSS: 3.5/5

 

Peter England

The ad captures the pressure put on young women to get married before they are 'too old'. It has youth icon Ayushman Khurana advising the girl not to succumb to social expectations and make her choices to achieve her goals. A positive and inspiring ad. However, I wish the girl is shown as being a little more confident and self-assured.

 

GSS: 3.75/5

 

Bajaj Allianz General Insurance

The ad captures the hurdles young people, both boys and girls, face in trying to pursue their dream to play hockey for their country. By having a determined girl hitting the goal in the last shot and the women hockey captain providing the details of the Bajaj Allianz initiative, the ad effectively foregrounds women in sports. 

 

GSS: 4/5