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UrbanClap’s new Men’s Day campaign celebrates equality

The campaign, From Equals to Equals, has been conceptualised by Cellar Door and celebrate women who are trying to make their mark in a ‘man’s world,’ promoting equality and the need to coexist

BestMediaInfo Bureau | Mumbai | November 28, 2016

UrbanClap Click on the Image to watch the TVC.

It was not too long ago when Raymond came up with a unique Father’s Day campaign, celebrating single mothers. UrbanClap’s new campaign on Men’s Day is on similar lines.

The campaign conceptualised by Cellar Door celebrates women trying to make their mark in what is primarily considered a ‘man’s profession’. UrbanClap, which is known for its stance on social issues like education, support for LGBT and women empowerment, establishes itself as a firm supporter of equality in all walks of life with this latest campaign.

The ad film portrays four women from different walks of life in professions that are most often not thought of as a conventional choice of career for women. It recreates anecdotes from the lives of Shanti Devi – a truck mechanic, Vankadarath Saritha – the capital’s first bus driver, Mehrun Nisha – a bouncer in a pub in Delhi and Teena Chaudhary– a fitness trainer with UrbanClap. The video ends with a wish from every woman who doesn’t need a man, but wants them – as equals.

Abhiraj Bhal Abhiraj Bhal

Commenting on the video and the initiative, Abhiraj Bhal, Co-Founder, UrbanClap, said, “We have always supported various causes from the very beginning. The work force at UrbanClap and our partners are given equal opportunities irrespective of their gender. We believe that everyone has the right to choose a profession and excel in it. Our partners and employees are welcomed into the company solely on the basis of their merit. Our past efforts and associations have also promoted this line of thought. This is just a small gesture towards furthering this cause and we hope that everyday celebrates the same. This video in no way feels the need to undermine one gender to champion the other. It promotes equality and the need to coexist.”

“Two equally powerful and capable genders can coexist and still want each other and there is no shame in wanting each other. In fact, that we don't need each other (which these and more women prove) but still can't live without each other is kind of beautiful. So we went with a narrative which seems like a typical one-sided story (still about special women) right up till the end but had a sweet twist at the end. And of course a Men's Day greeting not from men to men but from women. From equals to equals,” read a statement from Cellar Door.

The TVC:



Client: UrbanClap

Agency: Cellar Door

Account Director: Sudeep Kaur Bansi

Director: Rishav Rastogi

Producer: Sourav Bangotra

DOP: Prabhdeep Singh

Writer: Rishav Rastogi

Assistant Director: Mohak Pajni

Line Producer: Sahil Singh

Production Manager: Manhar Singh

Post Production:

Editor: Rishav Rastogi

Music Director: Aniruddh Singh

Sound Design: Vinay Vishwakarma

Featured Women: Shanti Devi, Vankadavath Saritha, Mehrunnisha and Teena Chaudhary

Cast Members: Sarita Khushi, Bhupinder Singh, Akash Vaid, Dhairya Khattar and Sanjay

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