Creative critique from a gender lens: 7-11 June

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

Jun 18, 2021 04:36:00 AM | Article | Dr AL Sharada

It is interesting to note that both the male and female names are called out in the ad, thus giving equal importance to girls and women as their customers. 
 
Gender Sensitivity Score (GSS): 3.25/5
 

The man on the mobile, the women taking care of the plants. How stereotypical!!
 
GSS: 2.75/5
 

A very touching and sensitive ad. While the initiative is not specifically for girls, by portraying the two girls, the ad highlights the educational aspirations of girls and the poor educational facilities available to them. 
 
GSS: 3.5/5
 

It is refreshing to see trans people being portrayed in a none stereotypical fashion. The ad, while showing the stigma and prejudice attached to them, beseeches the audience to not discriminate against them. 
 
GSS: 3.5/5 
 

Covid has impacted us in many ways and it had made us question ourselves if something is really needed. Working on the phrase 'yeh zaroori hai kya', the ad in a humourous way asks people to stay at home during these covid times. However, it is stereotypical in its presentation of women and men. 
 
GSS: 2.75/5
 

Macho chappal for macho men!!
 
GS Score 2
 

How come a brand like Tata thinks that only men need opportunities to grow and prosper? 
 
GSS: 2.75/5