Centrestage has created the film aimed at breaking the stereotype that only show men enjoy cricket
BestMediaInfo Bureau | Mumbai | May 27, 2016
Home service provider, Housejoy, launched a film on May 21, 2016, to promote its home beauty services segment among women in India. The ad film has been conceptualised and executed by creative agency Centrestage. The 53-second video intends to break the stereotype of women not shown on television, enjoying cricket matches.
Talking about the film, Saad Khan, Creative Director, Centrestage, said, âWomen enjoying cricket hasnât been depicted before and with this film we really wanted to celebrate women. We have tried to bring an emotional aspect to the film and at the same time show the love of cricket. It was great to work with these lovely ladies who really know how to have fun.â
Cricket is worshipped like religion in India and has equal supporters among both genders. But in television commercials, it is only men who are shown watching a cricket match and cheering for their favourite team. Therefore, this film has been created to shatter the clichĂ© that only men watch cricket. The film shows women cheering for their favourite teams, while availing of Housejoyâs beauty services at home.
Nikhil Kumar, Head of Marketing, Housejoy, said, âBeing the leader in beauty services at home, we have received many requests this season. Women love to order our beauty services and get pampered at home while watching cricket with friends and family. Strangely this insight has never been showcased on any cricket ad or spots. Since IPL is the flavour of the season, we decided to feature this unique consumer insight in this video.â
In the ad film, men from all generations are shown enjoying a cricket match. In the middle of the ad, a backdrop voice inquires about girls missing from the matches. Leaving a question mark on the faces of all the men in the ad; the film moves forward by showing women cheering for their favourite cricket teams, while getting home beauty services from Housejoy services.
The 53-second film only promotes the home beauty service segment for women on the digital platforms like Twitter, Instagram and Facebook.
Housejoy was launched in January 2015 to provide services ranging from maintenance and home repairs to high quality plumbing, electrical services, home cleaning and computer repairs. Housejoy is operational in 13 cities and has raised $4 million in series A funding from Matrix Partners. It has also raised $23 million in series B led by Amazon and included new investors Vertex Ventures, Qualcomm and Ru-Net Technology Partners. Housejoy also rolled out its iOS app in January 2016.
The company extended its dominance by acquiring MyWash, an on-demand dry cleaning and laundry company, for an undisclosed amount in February 2016. Soon after this, the company acquired Orobind, an 'at-home' personal fitness tech start-up for an undisclosed amount.
Creative Agency: Centrestage
Director: Saad Khan
Script Writer:Â Ajay Bhaskar
Script Supervisor: Centerstage