The latest campaign ‘#NazariyaBadlo’, conceptualised by Sociowash, captures the understanding towards women right from the beginning of their life journey
BestMediaInfo Bureau | Mumbai | January 30, 2017
Click on the image to watch the TVC.Women have always lived in a patriarchal society in India. Certain norms have always been given on how women should behave in front of men. To change this tradition and change the mindset of Indians, Panasonic India launched a one-and-half-minute digital campaign #NazariyaBadlo on the occasion of National Girl Child Day, which is celebrated on January 24 in India.
The campaign urges people to question the way a girl is raised from her childhood. It aims to provide a new outlook on how one sees things. People and things have always appeared to us in the way we have observed them and how we have been made to observe them. It gives a tangible reminder to broaden the way we look at things. The campaign aims to change the perspective and transform the world we live in.
The campaign captures the understanding towards women right from the beginning of their life journey. The video showcases preconceived beliefs of gifting dolls and not cars to young girls in their childhood, women being responsible for household chores, phases wherein girls transform into women as per the norms set by the society. While the first half of the video narrates and shows the background, the second half tells the story of the same protagonist wherein she is living her dream – possibly by overcoming all the stereotypes that exist in Indian society. The campaign ends with a messaging #NazariyaBadlo.
Pankaj Rana, Business Head, Mobility Division, Panasonic India, said, “We need to bring to light the issue of women being perceived differently by the society. We have always looked at things as a reflection of our society’s perception. The society needs to know that we are capable of making our own choices and preferences. This campaign inspires people to change their outlook irrespective of the society’s opinions.”
Raghav Bagai, Co-Founder, Sociowash, said, “Working with Panasonic Smartphone team is always a learning experience for us. It was unusual and rare for us to see a brand touching upon a topic, which is rarely talked about. We are confident that this campaign will motivate young females to think beyond the obvious and make the unconventional conventional.”
The seven-day campaign is live on all social media channels and will underline concerns that need to be addressed. The campaign has been executed by a Delhi-based marketing agency and directed by Tejender Sharma of Gibbous Films.
The TVC:
[youtube]https://www.youtube.com/watch?v=ERd1V1etLGc[/youtube]
Credits:
Creative Agency: Sociowash
Client: Panasonic
Panasonic Team: Pankaj Rana, Amlan Pati, Sonali Singh, Paramjeet Mehta, Dhruv Bahl
Creative team: Rohit, Tejender, Raghav Bagai, Pranav Agarwal, Amit Dhawan, Riddhima Arora, Saurabh Patnaik, Ritu Prakash, Saurabh Jain
Consultant: Rohit Sakunia
Production House: Gibbous Films
Script and Direction: Tejender Sharma
Music Director: Saurabh Vaibhav
Programmed by: Navi Singh
