What Worked:
In a world where gender stereotypes often dictate financial decisions, Axis Mutual Fund's latest advertisement challenges traditional norms and celebrates the financial empowerment of women.
The ad breaks the conventional belief that women are risk-averse when it comes to financial matters. It shows that women are not just capable of managing investments but are also willing to embrace risk in pursuit of financial growth.
Moreover, it shows women not just investing but also educating men about making smarter financial decisions. This role reversal challenges the stereotype that men are inherently more financially knowledgeable.
It reminds us that smart investing knows no gender, and that women can and should be active participants in shaping their financial destinies. And, all this is done in a casual and effortless narration.
Gender Sensitivity Score (GSS): 3.5/5
The ad presents a progressive approach to parenting and challenging traditional gender roles. Featuring a popular cricketer, the ad sends a powerful message about the importance of active involvement from both fathers and mothers in raising children.
The father's enthusiastic participation in his daughters' school projects, including draping a traditional saree for a classical dance performance, challenges conventional gender roles and demonstrates that parenting is a shared responsibility.
What sets this ad apart is its portrayal of the father's involvement as entirely normal. It doesn't sensationalise or exaggerate the father's role, making it clear that fathers being actively engaged in parenting should be the norm, not the exception.
Another notable aspect of the ad is the depiction of a family with only two daughters. In a society where families without male children are often considered incomplete, this choice is significant. It challenges the deeply ingrained notion that having daughters alone is insufficient and dispels the misconception that a son is necessary to complete a family. Thus, the Britannia's ad also addresses indirectly the issue of gender bias and sex selection by showcasing a family that is perfectly content and happy with their daughters.
GSS: 4/5
Special mention:
The ad is an example of how corporate social responsibility commitments can be communicated effectively through the medium of storytelling. Its dramatic format, engaging narrative, and the portrayal of Mother Nature demanding accountability make it a standout piece of communication. It leaves a lasting impression and encourages viewers to watch it repeatedly, creating awareness about the responsibilty of corporates to reduce their carbon footprints and protect the environment.
GSS: 3/5
Other films from the week:
GSS: 2.75/5
GSS: 2.75/5
GSS: 3/5
GSS: 2.75/5
GSS: 3.2/5
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