Dr AL Sharada
Jun 03, 2021

Creative critique from a gender lens: 24-28 May

Dr AL Sharada, director, Population First, reviews a selection of ads from last week

Creative critique from a gender lens: 24-28 May

Britannia Pure Magic

A typical romantic film. The ad sticks to the stereotype of slim and fair-skinned protagonists, reinforcing the image that one needs to be beautiful/handsome to be attractive and desirable in a romantic relationship. 

Gender Sensitivity Score (GSS): 2.75/5

A very timely and meaningful ad highlighting the need for kindness and compassion in these difficult times.
 
GSS: 3/5
 

Highlights the boxed-in feeling experienced by many people living in small houses and the need for space and privacy at home in these lockdown times. The question is how many of them can actually afford the Lodha Properties
 
GSS: 3/5
 

Is MPL meant only for men? Macho man, macho games. The ad ignores the young girls and women who are equally into online gaming.
 
GSS: 2.25/5
 
Source:
Campaign India

Related Articles

Just Published

2 days ago

Spikes Asia unveils 2026 jury lineup

11 Indians are on the list, including 2 jury presidents

2 days ago

Pinterest predicts the biggest Gen Z trends of 2026

The Pinterest Predicts 2026 report shows Gen Z using the platform to trade viral chaos for slower, highly curated lives. This means that making pen pals, maximalist brooches, and outdoorsy, explorer-coded fashion is back in again.

2 days ago

NutriChoice taps Aamir Khan to sell the power of ...

Britannia’s new campaign links tiny everyday decisions to bigger behaviour change, using the actor and mindful snacking as the creative bridge.

2 days ago

How Yas Island and Pickyourtrail Crafted a ...

In a world inundated with travel imagery, where every scroll reveals another sunset, skyline, or stamp-worthy escape, Yas Island, Abu Dhabi and Pickyourtrail manage to carve out a distinct space with Smash the Ordinary.