In a world that has been male-dominated for centuries, gender bias and discrimination has seeped into our cultural fabric and rule our entire lives.
How often have you heard boys being told ‘Don’t cry like a girl’? How often have you thought men look ‘cool’ in shorts while girls look ‘hot’? Have you ever thought why children always take on the father’s surname? The phrase ‘working-mom’ is popular, but not so with ‘working-dads’? Why are daughters barred from performing the last rites of their parents?
Our daily life is strewn with many such small mindless examples of such bias. Simple acts that come naturally, are often sub-consciously guided by the male way of thinking.
Even Women’s Day is the same. It’s a 24-hours carnival to make women feel at the top of the world. Social media gets flooded with dollops of praise for women and gender equality. But on the strike of the midnight hour, the world goes back to its normal ways of bias and discrimination.
PC Chandra Jewellers, a brand that stands for the modern empowered women, decided to change this pseudo-narrative of equality. We went out and spoke to women across the city about bias and discrimination that they face in their day to day lives. They poured their heart out. Most of them spoke about the small, small instances of unconscious gender bias that have become a part of our daily lives. We collected the interviews in an appeal video with a clarion call to #UncelebrateWomensDay.
This year’s world kidney day theme was how obesity causes kidney failure. And one of the most effective ways to fight obesity is eating right. So we connected these two factors and came up with this ad.
Advertising Agency: Grey Worldwide, India Chief Creative Officer: Sandipan Bhattacharyya VP / Branch Head: Vishal Ahluwalia Creative Director: Gautam Bhasin Art Director / Illustrator / Typographer: Vinay Saya Art Director: Sandeep Kumar Y Copywriters: Amit Anand, Loreto Basumatary Photographer: Deepak R Thenganal Illustrator / Digital Artist: Geethachari SC Account Manager: Tulika Singh Shekhar Senior Account Executive: Monica Kaur
In India, marks are one of the primary parameters of judging a child’s worth and children are constantly subjected to comparisons by their parents. Our campaign highlighted examples of renowned geniuses who were not born geniuses but paved their way towards glory by tapping into their passions while honing their skills, conquering the odds in their way towards greatness. In the coming exam season, let’s remind our children that they are not defined by their grades.
Advertising Agency: DDB Mudra Group, Mumbai, India Creative Directors: Sonal Dabral, Rahul Mathew, Manish Darji, Shagun Seda Sengupta, Vilsen Gonsalves Art Director: Mukesh Jadhav Copywriter: Ravi Ananthan, Vilsen Gonsalves Illustrator: Aleksandr Kuskov Client: Hemali Sodhi Account Director: Rakesh Varma
We wanted to convince people that Penguin Audiobooks transforms titles based on Indian mythology into deeply immersive literary experiences as well. The title in question: JAYA by Devdutt Patnaik. Inspired by the mythos of the Indian epic, Mahabharata, depicted here is an episode from it – Draupadi’s Marriage. To win princess Draupadi’s hand in marriage, suitors have to shoot an arrow through the eye of a golden fish attached to a revolving chariot-wheel. Just by looking at its reflection in water. Taking centre-stage in the ‘ear arena’ is Arjuna, who succeeds. The arena is faithfully recreated in a mix of the Hindu and Buddhist architecture styles of India and South Asia. Including the profiles, recesses, design motifs on stone and other details. The houses around are detailed out much the same way. The costumes, tropical vegetation and even the ceremonial elephants are based on medieval Indian paintings, and they enhance the overall drama.
Print advertisment created by DDB, India for Penguin, within the category: Recreation, Leisure.
Anindita is an advertising copywriter currently leading the creative team handling IKEA, Max Healthcare and Roca Sanitaryware. When she is not gazing at the computer screen, she is most probably solo travelling, secretly writing soppy poetry, concocting an unheard of recipe, clicking a complete stranger’s photo, walking around Safdarjung Enclave or day dreaming behind the wall.
Why are you into Advertising? I was inclined towards writing from an early age. Stories and books have always enthralled me. In the end, I realized advertising is nothing but good story telling.
As a child growing up in a Guwahati, going to the book fair and watching an occasional movie, were my only forms of entertainment. My fondest memories are also of my father telling me bedtime stories. That’s how I picked up the knack of cooking up the most bizarre stories to enact at playtime.
English also happened to be the subject I studied the least at school. All of them put together, my career was meant to be in advertising. Today, I feel I am a consummate brand story teller.
Add to that the perks of logging into your facebook account before you check your official mail… being dressed in pajamas one day and in bling party wear another day… and oh, not having to call anyone ‘Sir’!