Tactical Film Advertising
Client Star India Private Limited
Brand Star Plus
Entrant Ogilvy & Mather
Brief With a brief to challenge stereotypes and change the mindset of Indian patriarchal society towards a woman’s potential, we set off to reflect the emerging woman of today. And, what better day to do it than on Women’s Day. The target audience includes all females, Age 15+ Class A/B All Hindi Speaking Markets.
Cultural Context India is a patriarchal society where women are considered a liability or ‘paraya dhan’ (someone else’s wealth). This age old gender bias shouts out from 10 million shop fronts and establishments across the country where all we see is ABC & Sons, XYZ & Sons and so on…
Solution
 The film tells a simple, sweet yet powerful story of the happy result of a newer way of thinking. It’s a tribute to the women who succeed and to men whose progressive thinking makes them stand by, and not in the way of, women realising their potential. Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish.
Insight The work ran on TV on Star network and other broadcast networks 10 days leading to Women’s Day. It was also widely watched on Facebook, Twitter, YouTube, HotStar.