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Case Study

what we got:

Dabur Vatika launched an initiative marking a significant stride towards gender equality in India's manufacturing sector, by establishing a production line exclusively staffed by women, in Indore, Madhya Pradesh. For us the challenge was to portray this initiative in an innovative way, without being preachy or on-the nose.

 

Our 'Women of Substance' campaign celebrates the shift in narrative by juxtaposing popular traditional childhood rhyme "Chemma Chekka" that enforces outdated gender norms against the visuals of real women workers defying these norms in their daily factory work.

                  FINAL FILM

 

RESULTS?

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The campaign sparked positive conversations on social media, advocating for women's empowerment and inviting users to share stories of women breaking stereotypes.

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