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Raahil’s blog: Where is fair play, Fairplay? | Media

To India Campaign, since 2014 we have been conducting a series of publicity reviews led by Dr. AL Sharada, Director of Population First. Dr. Sharada reviews films from a gender perspective and provides a Gender Sensitivity Score (GSS) for each. The only idea is to end the stereotypical portrayal of gender in Indian advertising.

Although we have seen changes in these eight years, we all know that the advertising industry still has a long way to go to end this representation. Kudos to Ariel (and BBDO) for continuing the fight for #ShareTheLoad, the last of which was an open letter in April of this year. The letter was addressed to advertisers, media partners and content creators, as it urged them to focus on how women were portrayed in advertising.

Looks like it was missed by the creators of the Fairplay ad.

The film caught my eye during the England vs South Africa ongoing series on Sony Pictures Network. It stars actors Shraddha Kapoor and Varun Dhawan. Kapoor chooses ‘Rahul’ in his team because he is ‘too cute’. Dhawan points out that the teams are not selected based on their cuteness. The aforementioned “Rahul” fails in the match and Dhawan mocks Kapoor’s selection. The message the film aims to convey is that it takes skill to play on portals/apps such as Fairplay and not luck.

Earlier this year, ASCI reportedly reviewed 14 films for allegedly violating their violations. Two of them were from Fairplay. ASCI’s statement was dated April 12. The Fairplay movie was dated April 29, so it’s probably not the movie in question.

But the problem here is not the ASCI violation. This is Kapoor’s portrayal in the film. There’s no problem with Kapoor pretending ‘Rahul’ was cute. But to say that was his only reason for choosing him in his fantasy team is inexcusable.

The industry has been talking about gender equality for too long now. For us to achieve this, this is the kind of portrayal in movies that needs to stop.