Campaign India Team
Jan 20, 2023

Creative critique from a gender lens: 9-13 January

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

Creative critique from a gender lens: 9-13 January

What worked: 

 

CarDekho

The ad wins browny points on three counts:

 

1. It shows an elderly woman driving a car.

2. It tells us that it was her dream to have a car of her own.

3. It shows a daughter gifting her one, using CarDekho.

 

In a country where life almost stagnates after 60, it is nice to see that it need not be so and that women could dream and achieve a lot even in their second innings of life. Also, in a country where girls are undervalued, the projection of a sensitive and caring daughter who is economically empowered gives a strong message of what girls can do if we invest in them.

 

Gender Sensitivity Score (GSS): 4/5

 

Ashok Leyland 

The Ashok Leyland ad makes us look at a transport vehicle in a completely new perspective, as the carrier of the hopes and dreams of the people. Personally, it was a revelation for me how the narration links the truck to various people's dreams and lives. 

 

Another aspect which is worth highlighting is the casual way in which girls are integrated into them without making it look like a forced fit, be it the beaming school girls or the child in the lap of her mother. 

 

GSS: 3.5/5

 

Reliance Digital

The ad addresses an important issue, ageism and the digital demographic divide. Often, unintentionally, senior citizens, particularly women are sidelined under the assumption that they are not capable of using electronic and digital gadgets.

 

The ad brings out the feeling of helplessness of an elderly woman and the product reassures her that technology is child's play and that what one needs to do is just keep exploring and playing with it. The son calling out loudly, 'mom I love you' at the end of the ad brings a smile and hopefully will make more elderly women overcome their fear of digital technology.

 

GSS: 4/5

 

Other films from the week:

 

Muthoot Finance

GSS: 3/5

 

Asian Paints

GSS: 2.75/5

 

Future Generali 

GSS: 2.75/5

 

Myntra

GSS: 3/5

 

Bisleri

GSS: 3/5

 

Brooke Bond

GSS: 3.25/5

 

Piramal Finance 

GSS: 3.25/5

 

Mankind Pharma

GSS: 3.25/5

Source:
Campaign India

Related Articles

Just Published

3 minutes ago

Google delays cookie deprecation again: APAC adtech ...

Google will now phase out cookies entirely in 2025 after being told the concerns around Privacy Sandbox still need to be addressed.

21 hours ago

BJP leads online political ad space with INR 19.1 ...

The ruling party has allocated over 117 crores to Google Ads since January for campaign purposes, according to the Google Ads Transparency Centre.

21 hours ago

Bisleri India on the hunt for a new creative partner

The pitch is currently underway via the brand's Mumbai office.

23 hours ago

Amazon layoffs impact APAC adtech and media leaders

The job cuts are part of Amazon's plans to streamline its sales, marketing and global services division globally.