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.” 
 
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
 
Source:
Campaign India

Related Articles

Just Published

10 hours ago

Needed: More LGBTQIA+ leaders who call the shots

Despite their enthusiasm to appear inclusive, many in the advertising industry observe that few agencies still have substantial LGBTQIA+ representation in their C-suite in India.

12 hours ago

Can Asia up its voice at Cannes?

Ian Whittaker unpacks the underwhelming Asian presence at Cannes this year, and why greater representation might be the key to a better learning experience for all.

14 hours ago

The rise of influencer culture: Recognising impact ...

Brands can effectively navigate the influencer marketing landscape by leveraging micro-influencers, forming industry-specific partnerships, building long-term relationships, and utilising data analytics.

15 hours ago

Driven by digital boom, Indian ad industry poised ...

The advertising revenue is forecast to grow by over 11.8% in 2024, up from over 11.2% in 2023.