Non-Fiction over 5 mins
Client Asian Paints
Brand Colour Academy
Entrant Ogilvy & Mather
Cultural Context Every woman from lower income group in India does odd jobs apart from household work to support family income. These efforts are mostly passed as hobbies or time-pass and never gets acknowledged as profession.
Solution Unskilled labour also suffers from identity crisis. And hence the idea was to inspire them to aspire a little more. To add a skill, to be known for it. And India’s first All-Woman Painting Team was the most potent story to begin the campaign with.
Insight Saroj’s story first started trending on social media as painting designer textures on walls was strictly a male domain before Saroj took the initiative. The film also travelled on foot to reach remote locations using the national and international NGO network, including United Nations and Skill India.