Creative critique from a gender lens: 7-11 February

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

Feb 18, 2022 01:34:00 AM | Article | Dr AL Sharada Share - Share to Facebook

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

 

Tanishq

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:

 

Truecaller 

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

 

UpGrad

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

 

Zebronics

GSS: 3/5

 

Turtlemint 

GSS: 3/5

 

Bajaj Allianz Life

GSS: 2.75/5

 

Kinley

GSS: 3/5

 

Coca-Cola India

GSS:3/5

 

Goldsetu

GSS:2.75/5

 

HDFC Life

GSS: 2.75/5