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