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

1 day ago

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

1 day ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

1 day ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

1 day ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.