Raahil Chopra
Jul 22, 2022

Raahil’s blog: Where’s the fair play, Fairplay?

Fairplay’s film featuring actors Shraddha Kapoor and Varun Dhawan angers the author because of the portrayal of the former.

Raahil’s blog: Where’s the fair play, Fairplay?
At Campaign India, since 2014 we have been running a series of ad reviews spearheaded by Dr AL Sharada, director, Population First. Dr Sharada reviews films through a gender lens and provides a gender sensitivity score (GSS) for each. The sole idea of this is to end stereotypical gender portrayal in Indian advertising.
 
While we have seen some changes during these eight years, we all know the advertising industry still has a long way to go to end this portrayal. Kudos to the likes of Ariel (and BBDO) for keeping the fight on for #ShareTheLoad, the latest of which was an open letter in April this year. The letter was addressed to advertisers, media partners and content creators, as it urged them to focus on the way women were portrayed in advertising.
 
Seems like that’s been missed by the creators of the Fairplay commercial.

The film caught my attention during the ongoing England vs South Africa series on Sony Pictures Network. It features actors Shraddha Kapoor and Varun Dhawan. Kapoor picks ‘Rahul’ in her team because he’s ‘too cute’. Dhawan points out that teams aren’t selected based on cuteness. The aforementioned ‘Rahul’ fails in the match and Dhawan pokes fun at Kapoor’s selection. The message the film aims to spread is that one needs skill to play on portals/apps such as Fairplay and not luck.
 
Earlier this year, ASCI reportedly was looking into 14 films as they reportedly violated their violations. Two of them were from Fairplay. ASCI’s release was dated 12 April. The Fairplay film was dated 29 April, so it’s probably not the film in question.
 
But the problem here isn’t the ASCI violation. It’s the portrayal of Kapoor in the film. There’s no problem in Kapoor claiming ‘Rahul’ was cute. But to state that it was her sole reason for picking him in her fantasy team is inexcusable.
 
The industry has been talking about gender equality for way too long now. For us to achieve it, these are the kind of representations in films that need to end.
 
Source:
Campaign India

Related Articles

Just Published

1 day ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

1 day ago

Publicis Groupe acquires influencer agency Captiv8

Captiv8 will join forces with the group's Influential and Epsilon.

1 day ago

Agency Report Card 2024: EssenceMediacom

In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.

1 day ago

Disney sets sail: VP Sarah Fox on the brand’s ...

With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.