Creative critique from a gender lens: 6-10 June

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

Jun 16, 2022 01:06:00 PM | Article | Dr AL Sharada

What could have worked: 

 

BharatPe

The ad captures the entrepreneurial dreams and aspirations of men and women from across the nation. It reflects the diversity in the country. However, while representing men and women, the representation continues to be stereotypical focusing on jewellery designing and beauty parlours for women and automobile garages and supermarkets for men.

 

Gender Sensitivity Score (GSS): 3.25/5

 

What did not work:

 

Battlegrounds Mobile India 

Around 18% of gamers in India are women and data shows their numbers are growing faster than the numbers of male gamers. The ad could have included a woman in the squad of four. 

 

GSS: 2.6/5

 

Rupa Frontline

The new avatar of a Macho man?

 

GSS: 2.5/5

 

Other films from the week:

 

Scaler

GSS: 2.75/5

 

Shaadi.com

GSS: 3/5

 

Canesten

GSS: 3/5

 

Amazon Prime 

GSS: 3/5

 

Astral Pipes 

GSS: 2.75/5

 

The Indus Valley

GSS: 2.75/5