Campaign India Team
Nov 26, 2018

Flipkart bats for gender equality, through #GenE

Watch the film conceptualised by Dentsu Webchutney here

Flipkart, a brand that has been using children as adults in campaigns, has now rolled out a film that aims to showcase gender equality among the former.
Conceptualised by Dentsu Webchutney, the film featuring '#GenerationEqual', takes on dated ideas of gender roles. It says its okay for both girls and boys to like the colour pink, and cars as gifts among other scenarios. 
Apuarv Sethi, director – brand marketing, Flipkart, said, “As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects, so that they get to do what they love. Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them… whether it’s a boy who wants to learn cooking, or a girl passionate about collecting superhero toys. And the other way around too." 
Prashant Gopalakrishnan, SVP - client services, Dentsu Webchutney, said, “Look around you. Do you have a son, daughter, niece, nephew, or a friend’s child born a few years after the millennium? They are all part of #GenerationEqual. Real change will happen when we collectively decide to make the same rules that influence their lives. And as far as we can, let’s keep those rules the same for both boys and girls. That is the most real way to ensure our biases don’t pass on to them.” 
Brand: Flipkart Internet 
Brand team: Apuarv Sethi, Lucky Saini and Smriti Advani
Agency: Dentsu Webchutney
ECD: P.G. Aditya 
Associate creative director: Ninad Gawhankar
Senior copywriter: Vasisht Vasan
Copywriter: Pragya Sarin
Senior creative director: Ashwin Palkar
Associate group head: Deepak Murlidharan
Associate art director: Anandhi Kumar
EVP and branch head: Gautam Reghunath
SVP: Prashant Gopalakrishnan
Client services director: Priyanka Borah
Account director: Gurudatt.N
Associate account director: Karishma Changroth
Production house: Superfly Films
Director: Kopal Naithani 
Producer: Samson Vasave
Director of photography: Jishnu Bhattacharjee
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Nissin pulls Naomi Osaka campaign after ‘whitening’ outcry
2 hours ago

Nissin pulls Naomi Osaka campaign after ‘whitening’ ...

Company denies deliberate action, and vows to be more attuned to diversity issues.

Adfest 2019: Prasoon Joshi among jury presidents
2 hours ago

Adfest 2019: Prasoon Joshi among jury presidents

Joshi will head the audio and film juries

Blog: Janxiety? How brands can profit from it
16 hours ago

Blog: Janxiety? How brands can profit from it

Janxiety is a good trigger that marketers could leverage. This unique offer ends in a week, unless you are ready to wait for one entire year.

Raj Halve passes away
20 hours ago

Raj Halve passes away

The former advertising and marketing professional passed away on 22 January