Creative critique from a gender lens: 20-24 March

What worked:

JioCinema

The fun ad effectively highlights the features of JioCinema and portrays the love for sports across genders and social classes. The ad is inclusive and avoids gender stereotypes. 

Gender Sensitivity Score (GSS): 3.2/5

Yatra

Unlike many other ads promoting travel-related services, this ad shows women sports persons planning trips. This projects a positive image of girls as independent and capable. The ad also shows users from various age groups equally excited about the services provided. Thus it ticks two boxes being inclusive and gender-sensitive. 

GSS: 3.2/5

What could have worked: 

Zepto

The ad could have been more inclusive by showing women in the crowd on the bus, as women tend to use public transport less than men. 

GSS: 3/5

What did not work:

South Indian Bank

While the bank aims to endear itself to India's younger audience and enable its loyal customers to embrace new technologies, the ad is male-centric and ignores the aspirations of young women in the workforce. It is gendered and non-inclusive.

GSS: 2.5/5

Other films from the week:

Dabur Herb'l

GSS: 3/5

Lay's 

GSS: 2.75/5

Britannia

GSS: 3/5

Snickers

GSS: 3/5