MG Motor India's new campaign challenges stereotypes in treatment of daughters

MG Motor India has unveiled a new campaign #GharKiLaxmi challenging stereotypes in the treatment of daughters.

The films, rooted in the essence of familial relationships, aim to redefine the traditional narrative around festivals, emphasising the significance of empowerment, acceptance, and enduring love within Indian households.

Inspired by a real-life story, #GharKiLaxmi captures emotions of parents who celebrate the homecoming of their daughter after a divorce, the way they celebrated her bridal farewell. The campaign aims to break shackles associated with societal stigmas and paradoxes where women are looked down upon by society once they decide to step out of an abusive marriage.

The second movie depicts girls from various homes being raised in a conventional way, with rules about what toys to play with, how they should behave, and what activities are exclusive to men. It then goes on to show how there is a Laxmi in every home and that achieving dreams and following passion is not gender specific but more about the will to do things.

Ankit Ahuja, Founder, Red Comet Films, said, “At Red Comet Films, we believe in narratives that inspire change and celebrate the strength within our families. The #GharKiLaxmi campaign is a testament to our dedication to fostering empowering stories that resonate with audiences on a deeper level. MG Motor India collaborated with us to challenge societal norms and promote diversity while also laying emphasis on the integrity, dedication, and energy of women. Together, we aim to create a narrative that not only captivates but also catalyses positive change in society."

Udit Malhotra, Marketing Head, MG Motor India said, “Diwali is associated with Lakshmi, the goddess of prosperity and in India, women are revered like Lakshmi. Through this soul-stirring narrative, MG aims to challenge societal taboos, encourage empowerment, and promote Stree Shakti which also resonates with our philosophy to unravel the hidden potential of women and enable them to take up challenging roles at every step of their journey.”

MG Motor India film 1:

MG Motor India film 2:

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