Creative critique from a gender lens: 29 Nov-3 Dec

Center fresh

 

 

The ad features a girl who is self-confident, empowered and fun-loving. It shows her as being someone in her own right - an artist having the confidence to take the initiative in furthering an interaction with the man she finds attractive. 

 

Gender Sensitivity Score (GSS): 4/5

 

Battlegrounds Mobile India

Touches upon the important issue of addiction to online games. However, the ad furthers the general perception that boys are the ones who are addicted to online gaming. According to a report in Forbes, in Asia which accounts for 48% of the world’s total gaming revenue, women now make up 40-45% of the Asian gaming population. 

 

GSS: 2.5/5

 

TVS Raider

Men value their bikes and others' bikes more than the women in their life, according to the ad. It subtly brings the undervaluing of women and the ease with which they are violated in society.

 

GSS: 4/5/5

 

Bajaj water heaters

 

 

A very stereotypical ad that glorifies the overprotective mother and places the onus of ensuring the safety of the child in her hands, alone. 

 

GSS: 2.5/5

 

Cadbury Chocobakes

 

 

Has a fair representation of men and women as enthusiastic watchers of the celestial event.

 

GSS: 3.25/5

 

Amrutanjan

 

 

The creative team deserves kudos for featuring a female and a male athlete competing on an international platform, for two equally physically challenging sports - weightlifting and wrestling. It shows how a woman also faces and deals with pain to achieve her aspirations and also that these sports are not easy for a man either.

 

GSS: 4.5/5