Dr AL Sharada
Jan 21, 2022

Creative critique from a gender lens: 10-14 January

Dr AL Sharada, director, Population First, reviews a selection of ads from last week and lists what worked and what didn't

Creative critique from a gender lens: 10-14 January
What worked
 
 
 
The ad captures the various biases that come in the way of girls wanting to pursue STEM (science, technology, engineering and mathematics) subjects which range from the concern of a father not getting the daughter's dress dirty, to the internalised bias of the teacher who assumes that a science project is done by the boy and not the girl in the team.
 
The stereotypical thinking of parents regarding what is right for a boy and a girl also determines the access of girls to STEM subjects. Olay, by acknowledging the contribution of women to STEM and also sanctioning fellowship for girls wanting to pursue STEM subjects, is doing its bit to bridge the gender gap in this reagrd. The enduring image of the film is the confident young girl explaining the wind turbine to her teacher.
 
Gender Sensitivity Score (GSS): 4.5/5
 
 
The ad moves beyond the heterosexual framework and features same-sex couples as well. As I say, the more non-judgemental and accepting the portrayal of non-heterosexual relationships in media are, the greater would be their acceptance in society, thus helping de-stigmatise same-sex couples. 
 
GSS: 4.5/5
 
What didn't work
 
Axis MF and Policybazaar also fail to give a fair representation to women in their ads and are very male-centric, not giving women their due as investors and policy holders. 
 
 
GSS: 2.5/5
 
Other films from last week:
 
 
GSS: 2.75/5
 
 
GSS: 2.75/5
 
 
GSS: 2.75/5
 
 
GSS: 3/5
 
 
GSS: 3/5
Source:
Campaign India

Related Articles

Just Published

18 hours ago

Tile trouble? Pidilite’s Roff has it all stuck together

Ogilvy ad fuses humour with utility, showcasing tile adhesives' unmatched durability through a hilariously chaotic yet relatable domestic mishap.

18 hours ago

Jaguar defends rebrand amid ‘vile hatred’ online

Jaguar could be facing its own Bud Light moment. However, its boss has defended the “bold” rebranding, saying the message had been lost in “a blaze of intolerance” online.

18 hours ago

Will community engagement help Uniqlo nail its INR ...

With revenues at INR 624.6 crore in FY23, the Japanese apparel company is focusing on personalised and digital marketing push to propel its growth.

19 hours ago

Upcountry consumers fuel 63% of India's short ...

According to estimates provided by the report, this category promises to be a $16–17 billion revenue opportunity by FY-2029 in the country.