Creative critique from a gender lens: 10-14 July

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

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Creative critique from a gender lens: 10-14 July

This week's batch of ads are a true display of the male-centric world we live in! It's almost as if women are mere props, lingering in the edges of these commercials. Is it because the products advertised cater to typically male-dominated industries like finance, marketing, plumbing, and sports journalism?

But let's remember, with a little creativity, we can shatter these gender norms and bring some much-needed balance.

Take the Finolex pipes ad, for instance. Why not have the old man proudly proclaim that the pipes were laid when the malkin (female owner) was just a young girl? That would have broken the stereotype that only men own property. A simple twist can make a world of difference. (Gender Sensitivity Score 2.5/5)

Moving on to Kotak Mahindra Securities, kudos for celebrating relationship managers! But why stick to the tired old stereotypes? Let's shake things up and have women starting shoe businesses, while men dive into the world of catering services. It's high time we break free from these clichés and showcase the diverse entrepreneurial endeavours of men and women. (GSS 2.5/5)

Now, SSN deserves praise for highlighting the importance of sports journalists. But seriously, just one female journalist representation? Come on, there are amazing women in sports journalism in India like Mayanti Langar, Sharda Ugra, Kadambari Murali, and many more. Let's give credit where it's due and showcase their incredible contribution as well. (GSS 2.5/5)

And don't want to get started on body shaming in the Sirca ad. Isn't it about time we abandon this archaic notion of making fun of others' appearances? It's not funny; it's hurtful. Let's raise the bar and promote positive and respectful advertising instead. (GSS 2.5/5)

In conclusion, these ads may have missed the mark with their male-centric portrayals and token representations of women. But a dash of imagination, some sensitivity and a sprinkle of inclusivity can transform these ads into powerful and progressive messages. It's time to break free from the chains of gender stereotypes and embrace more equal and non-stereotypical communication in advertising!

Other ads from the week:

Cornitos