Dr AL Sharada
Sep 15, 2020

Creative Critique from a gender lens: 7-12 September

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

Dr Sharada reviews six ads from last week
Dr Sharada reviews six ads from last week
An interesting ad that relates viewers moods with the different genres. It is very youth centric in it’s approach. 
GS Score: 3/5
Sports for girls is one neglected aspect in schools. It is heartening to see girl students playing cricket to cheering spectators on roof tops. In an otherwise male centric communication, the slipping in of this image will surely inspire some girls at least to pick up the bat and hit that six. 
GS Score: 4/5
This ad is gender stereo typical to the core from the portrayal of the family to the relationship between the young couple. In a society where men are inheritors of property, in spite of the laws that assure women equal rights, just imagine how transformational the messaging would have been if the ad featured a daughter and not a son?
GS Score 2.5/5
Why do ads featuring celebrities tend to be so inane and ridiculous?
GS Score 3/5
An amazing ad that is truly inspiring featuring women achievers from fields which are very male dominated. The ad features Anny Divya, the world’s youngest woman commander to fly a Boeing 777; Ashweeta Shetty, a Tedx speaker from being a beedi roller; Afshan Ashiq, captain of J&K women’s football team; Mira Erda, the youngest formula 4 girl driver in India, and Sanober Pardiwala, India’s first stunt woman. It also features Chandeep Singh, the world record holder for fastest 100 metres para skating apart from Gladstone Peter, a one man band and Angad Dariyani, maker of India’s first 3D printer; The choice of people is interesting. It includes women and men who have overcome many barriers be it physical disability or constraints or social expectations and stereotypes. It is inclusive and inspiring. Kudos to the creative team.
GS Score: 4.5/5
Yet another boys will be boys kind of a movie with an unreasonable young woman and a naughty friend. Time we break the stereotype that women are not interested in sports particularly sports like football.
GS Score 2.5/5
Campaign India