Dr AL Sharada
Nov 12, 2021

Creative critique from a gender lens: Diwali ads

Dr AL Sharada, director, Population First, reviews a selection of Diwali ads

Creative critique from a gender lens: Diwali ads
Axis Bank
According to a World Bank Report, globally, female-owned businesses were found to be 5.9% more likely to have closed their businesses than male-owned businesses during the pandemic. And we don't even consider giving them visibility in our communication when we speak of protecting small businesses!
Gender Sensitivity Score (GSS) 2.5/5 
The storyline is repeated umpteen number of times and therefore the ad appears very uninspiring.
GSS: 3/5
PNB Housing
A very stereotypical presentation of a happy family. 
GSS: 2.5/5
Once again a very stereotypical presentation of a struggling middle-class family with a hardworking husband, a dissatisfied wife and a demanding son. Reinforces the stereotype of women being unreasonable and demanding.
GSS: 2.25/5
An interesting ad that plays on closeness and distance brought about by the mobiles. It also to an extent breaks the gender stereotypes by showing a man feeling happy making a Rangoli and a young woman smudging a well-made rangoli because of her preoccupation with her mobile. 
GSS: 3.25/5
A humorous ad which underscores that this is the right time to invest in stocks. However, it is very men centric, with women being conspicuous by their absence. 
GSS: 2.75/5
Spice Money
A positive ad that shows the girl as inquisitive and ambitious and a family that is supportive of her. It is interesting to note that the ad features a family with a single child- a girl child. This is particularly significant in a country where many think a family is incomplete without a son. 
GSS: 3.75/5
Lal Hit
Good to see Diwali ki Safai being carried out by the family including the husband and the son! 
GSS: 3.25/5
Captures the aspirations and the adventurousness of young people of both men and women equally. 
GSS: 3/5
Campaign India

Related Articles

Just Published

1 hour ago

TV18 and E18 to merge with Network18

Aims to simplify the holding structure and create an integrated news media conglomerate

10 hours ago

Banijay Asia and Endemol Shine India elevate Rishi ...

Negi was CEO, Endemol Shine India, and Jain was executive vice president - business and content

12 hours ago

Boat gets 'The Archies' cast to shake a leg with ...

Watch the film conceptualised by The New Thing here

14 hours ago

Sachin Tendulkar continues finding the gap, thanks ...

Watch the film conceptualised by Wunderman Thompson here