| Use of Music for Film Advertising |
| Client |
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Benetton Group |
| Brand |
|
United Colors of Benetton |
| Entrant |
|
Oink films |
|
|
|
| Cultural Context |
|
In 2015, India ranked 125th on UNDP’s Gender Inequality Index. Women in India score lower on most developmental parameters compared to men. Gender equality in India needs urgent attention, but the issue rarely enters the mainstream. Unless Gender Equality enters popular debate, the situation in India won’t improve. And our role is to create platforms for awareness, meaningful debate and change. |
Solution
|
|
Despite being half of society, women were still don’t get the equal half of opportunities. So we created #UnitedByHalf, where women demand their equal half– no more, no less. It showed different kinds of women standing equal to men and was surrounded by a 360° campaign that highlighted three key issues: girl child education, gender wage gap and the career vs. family trade-off. |
