Conceptualised by Publicis, the channel has launched a movement called #SundayIsHerHoliday to show how the ‘lady of the house’ hardly gets a break
BestMediaInfo Bureau | Mumbai | October 24, 2016
After introducing a string of HR policies to encourage working women and working moms to reach higher management roles, Viacom 18 has now come out with another one to celebrate women. Colors, the Hindi GEC from the network, has launched a campaign-cum-movement called #SundayIsHerHoliday to urge people to give ‘the lady of the house’ a day off from her daily chores.
Taking a small but a consequential step towards giving women her due, Colors, through this movement, is inviting every man (and woman) to participate in it. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so that she can get her much-needed time off. The campaign wants to start by inspiring action and kicking-off a conversation around #SundayIsHerHoliday. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores (you are not alone!). And the final step will be celebration by showcasing what actually happens when a woman get 24 hours off from their own time, every week.
Earlier this month, Viacom 18 announced some of the first-of-its-kind HR policies to facilitate new mothers, and even fathers, to balance their family and career. As for the #SundayIsHerHoliday campaign, the first film has gone viral on social media with 1.8 million Facebook views (in the first two days after it was uploaded on October 21).
Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18, believes that the campaign is a small step towards a bigger change. “You might ask why Colors is doing this. We believe that entertainment should, where it can, nudge society forward, in big ways or small. This campaign is an embodiment of that belief. Gender equality is a man’s issue too, and as Colors, we have always believed in doing our bit in bringing about a change in the mindset.”
While everyone gets to enjoy a five-day week, the lady of the house slogs through the week: at her workplace or at home. But weekends, which are meant to be a break for one and all, end up meaning more work for her because everyone is home that day. So on weekends, while you are resting, binge watching TV, and catching up with friends, she is busy cooking everyone’s favourite dish, taking care of the kids, finishing pending household chores and more. All this without complaining, because she loves the family. Unfair isn’t it? Colors takes pride in having launched this campaign and attempting at changing the mindset.
Bobby Pawar, MD, CCO, Publicis South Asia believes that #SundayIsHerHoliday is an honest attempt at giving women her due. Talking about the insight behind the campaign, he said, “The insight was simple. All women are working women. Most of them just end up working twice as much, at the office and at home. The realisation that it was unfair that they, unlike most other working people, don’t get a day off, struck us and gave birth to #SundayIsHerHoliday. At Publicis I can say that we are proud to have Nayak, Colors and the entire Viacom18 network on our side to ensure that the message reaches out to a large audience which brings about a genuine difference.”
A growing number of men are taking on the responsibility of taking care of children and taking up household chores as their partner works. But a lot still needs to be done in breaking down traditional gender stereotypes.
Creative Team: Roshni Kavina, Srijan Shukla, Siddharth Joglekar, Abhishek Sawant, Ajinkya Bane.
Digtal Lead: Sreeraman Thaigarajan
Production House: Offroad Films
Director: Abhijit Sudhakar
Producer: Khalil Bachooali
Lyrics: Manoj Tapadia
Head, Creative, Marketing and Digital: Sapangeet Rajwant
Marketing Leads: Tony Pratap, Vishal Desai
Digital Lead: Saloni Thakker