Flipkart bats for gender equality, through #GenE

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.” 

 

CREDITS:

 

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