Dr AL Sharada
Feb 18, 2022

Creative critique from a gender lens: 7-11 February

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

Creative critique from a gender lens: 7-11 February

What worked:


Mondelez India

This is different from the regular Valentine's Day ads. It does not promote mushy romance but conveys that it is okay to choose not to be in a romantic relationship. In a society where young men face the pressure to get into a relationship at a young age, the ad normalises the option of staying single.

GSS (Gender Sensitivity Score): 3.5/5



The ad underscores the intrinsic value of a woman irrespective of her achievements and showcases women who are confident and self-assured. It features a woman boxer, who defies the stereotype of fair is beautiful. 


GSS: 3.5/5


What did not work:



The ad uses humour to promote the short SMS option but relies heavily on the stereotype that people who are overweight or obese are less smart. 


GSS: 2.5/5



It is a well-known fact that women face many hurdles and challenges in career progression. By featuring a male protagonist, the ad reinforces the stereotype that career progression is important to men. 


GSS: 2.5/5


Star Sports

GSS: 3/5



GSS: 3/5



GSS: 3/5


Bajaj Allianz Life

GSS: 2.75/5



GSS: 3/5


Coca-Cola India







GSS: 2.75/5

Campaign India

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