Creative critique from a gender lens: 16-20 January

What Worked: 

Mahindra Rise

The 'together we rise' ad not just articulates what Mahindra Rise stands for but actually educates the viewers about what socially responsible brands must be doing to promote equality, diversity, and fairness. Having the children voice the expectations of the brand users, makes the ad so much more appealing and makes the brands the duty bearers for ensuring a better world for future generations.

Gender Sensitivity Score (GSS): 3.75/5

Kotex

The ad projects a confident young woman who is not hesitant to make choices that suit her comfort rather than follow the trends. 'I choose it all, I am the change' is a powerful message to convey to adolescent girls and young women who are often under tremendous peer pressure to follow fashions and trends.

GSS: 3.75/5

What did not work:

E-Gaming Federation

An article in TechCircle published on 17 September 2022 titled 'Women gamers on the rise in India' quotes two important voices that acknowledge the rise of women gamers in India.

"Two years ago, only 4% of gamers were women. Today women gamers account for 15% of the professional gaming community in India,” said, Abhishek Aggarwal, co-founder and managing director, Trinity Gaming, a gaming content marketing firm. 

"We believe that women gamers would play a huge role in driving the growth of the eSports industry. It is inspiring to see women take up gaming seriously,” added, Sooraj Balakrishnan, head of marketing, Acer India.

Do only men engage in gaming? Obviously not, as the rising number of women gamers indicates. 

The ad completely invisibilises women gamers and the need to reach out to them with information on safe and responsible behaviour while gaming. 

GSS: 2.25/5

Other films from the week:

Greenlam Industries

GSS: 3/5

Bausch + Lomb

GSS: 3/5

ITC Sunfeast Moms Magic

GSS: 3/5

Sleepwell

GSS: 3/5

Tanishq

GSS: 3/5

Ampere

GSS: 3.25/5

GI Grill Guard

GSS: 2.75/5