Editing for Film Advertising
Client Godrej
Brand Cinthol
Entrant Creativeland Asia
Cultural Context Traditionally, Indian society has always been patriarchal with defined roles for women. They are expected to behave and function under these set roles. And, those who try and accept their individuality are questioned by the society. But, slowly women have started questioning this construct, and athletics provide them with a platform where they can prove that they stand as equals, if not more.
Launched after the other brands were done with their Olympics advertising, the film takes us through the training routine of a few female athletes. The narrative brings out the troubles they face as society throws several hurdles and questions at them. And, only after defying these stereotypical viewpoints can she be ready – Ready for Awesome!