Dr AL Sharada
Jun 03, 2021

Creative critique from a gender lens: 24-28 May

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

Creative critique from a gender lens: 24-28 May

Britannia Pure Magic

A typical romantic film. The ad sticks to the stereotype of slim and fair-skinned protagonists, reinforcing the image that one needs to be beautiful/handsome to be attractive and desirable in a romantic relationship. 

Gender Sensitivity Score (GSS): 2.75/5

A very timely and meaningful ad highlighting the need for kindness and compassion in these difficult times.
 
GSS: 3/5
 

Highlights the boxed-in feeling experienced by many people living in small houses and the need for space and privacy at home in these lockdown times. The question is how many of them can actually afford the Lodha Properties
 
GSS: 3/5
 

Is MPL meant only for men? Macho man, macho games. The ad ignores the young girls and women who are equally into online gaming.
 
GSS: 2.25/5
 
Source:
Campaign India

Related Articles

Just Published

12 hours ago

Adobe’s APAC CMO: ‘There is a balance between ...

Duncan Egan weighs-in on how much AI should be relied upon and how much B2B marketing is changing, in his own role as a marketer to marketers.

12 hours ago

When the pavement becomes a cancer ward

A gut-punching film from St. Jude India spotlights how unsafe shelter, not treatment, threatens young cancer patients’ survival in metro cities.

13 hours ago

Theblurr bets big on AI to redraw agency rules

The newly-launched AI-native marketing agency promises faster pods, sharper outcomes and no more media-creative silos—or excuses.

14 hours ago

What makes a 'new-age agency' in 2025? Not hype

Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.