Dr AL Sharada
Feb 17, 2023

Creative critique from a gender lens: 6-10 February

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

Creative critique from a gender lens: 6-10 February

What worked: 

 

Aditya Birla Housing Finance

The ad scores on two points. Firstly, it shows a woman aspiring to own a house and secondly it shows a woman in a non-traditional occupation. 

 

The latest NFHS 5 data shows less than one in four women own any kind of property. It is also an established fact that women who own property and other resources have a significant influence regarding the size of the family, investments in education and the health of children, particularly girls. 

 

Giving visibility to women as owners of property would thus encourage more women to aspire for the same with cascading impact on various other gender and social development indices. 

 

Gender Sensitivity Score(GSS): 3.5/5

 

What could have worked:

 

SBI Life 

It is interesting to see a father investing in the dreams of his daughter. However, the mother is confined to the background projecting only the father as the provider with no role of the woman in any decision-making. It is important to show families that are egalitarian where the couple share the responsibilities, jobs and participates equally in decision-making. 

 

GSS: 3.25/5 

 

Other films from the week:

 

UnCrave

GSS: 3/5

 

Solana

GSS: 3/5

 

CaratLane

GSS: 2.75/5

 

Tide

GSS: 3/5

 

Tata Trusts

GSS: 2.75/5

 

Britannia

 

GSS: 3/5 

 

RummyCircle

GSS: 3/5

 

EatFit

GSS: 3/5

 

Cadbury Dairy Milk Silk

GSS: 3.25/5

Source:
Campaign India

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