Dr AL Sharada
Nov 19, 2021

Creative critique from a gender lens: 8-12 November

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

Creative critique from a gender lens: 8-12 November

Rapido

Though public transport and roads are used by women as well, the ad totally invisibilises them. Increasing the visibility of women in our visual communication creates greater acceptance of their presence in public spaces and reduces street harassment.

Gender Sensitivity Score (GSS): 2/5

 

Hyundai Motor India

Once again, it is a very male-centric ad with a very limited role for the woman as a co-passenger. When we talk of going beyond mobility, conventions and pushing the boundaries it is important that we also redefine gender equations and roles.

 

GSS: 2.75/5

 

Manforce Condoms

The woman is shown as an equal and consenting partner in the intimate encounter. The ad steers clear of projecting a macho image of the man. 

 

GSS: 3.25/5

 

OLX Autos

A humorous ad that captures the attention of the viewers and includes women as equal partners in the decision to sell the car. 

 

GSS: 3/5

 

McDonald's India

It is unbelievable that it is 25 years since McDonald's has entered the Indian market. Many fond memories of our children's craze go to McDonald's for their French fries, burgers and the toys. The ad captures nostalgia, across genders and generations. 

 

GSS: 3/5

 

Bewakoof

The ad captures the crazy things that people do, to see their favourite team win. It shows the woman being equally crazy about the game. 

 

GSS: 3.25/5

 

Amazon Pay

The ad presents a balanced representation of men and women of different age groups and in different contexts, using Amazon Pay to make payments to small vendors in their neighbourhood. 

 

GSS: 3.25/5

 

Beco

The ad uses Dia Mirza's celebrity appeal, to create awareness about the toxic residues of the cleaning agents and promote the organic cleaning products of Beco. Dia Mirza is not shown as a glamorous girl, but as an expert who believes in the product she promotes. A welcome relief from celebrity-driven ads that are loud and at times, ridiculous. 

 

GSS: 3.25/5

 

HDFC Life

The ad captures, in a very subtle fashion, the compromises and choices that a woman makes in the interest of her family and children. Her husband is shown acknowledging and appreciating the same. The ad shows the couple deciding together on the retirement plan to live life the way they always wanted. 

 

GSS: 3.5/5

Source:
Campaign India