Campaign India Team
Sep 12, 2016

Mia wills working women to bring their best to work, conquer challenges

Watch the ad film conceptualised by Lowe Lintas here

Mia, Tanishq's work-wear jewellery brand for women, has rolled out another film capturing the challenges of a working woman and celebrating her success. 
The film has been conceptualised by Lowe Lintas. Actor-director Nandita Das has provided the voice over.  
The film captures moments from the work lives of six women. They hail from different professions and have different personalities, but face similar situations everyday. As the six of them get ready to get to their respective work places, the voice over says, 'To those who live in their little bubble, that a girl can't juggle between the office and the home, because they think it’ll be such a struggle. Well, it’s the last thing on my mind.' 
The film progresses to show several such issues. When a woman gets promoted, it is said it's because she's a 'chick'; when she raises her voice, she ends up hurting 'fragile egos'; she doesn't feature in market visits to tier 3 towns; she's not welcome to certain bars because it's out of bounds (even if she has to be part of the work discussion); it's not acceptable for her to narrate dirty jokes; after a point, she's seen as temporary, because she'll be off on maternity leave. It ends with the stereotype that if a girl looks good, she's probably not good at work. Speaking on behalf of all the protagonists, the voice over says, "Well, it's the last thing on my mind. The only thing on my mind is to bring my best to work." 
Deepika Tewari, general manager – marketing, jewellery division, Titan Company, said, “Mia by Tanishq has always empowered and celebrated the modern working woman. Being the strong-willed performer that she is, today’s working woman rises above prejudices and brings her best self to work every single day. She does all this by looking her best, too. This undying spirit is what we have brought to life in the latest film for the brand, and we are proud to say that three of India’s most influential working women have launched the film for us. May this tribe of working women continue to grow and look great while doing great work.”
Rajesh Ramaswamy, ECD, Mullen Lowe Lintas, Bengaluru, said, “When we first talked about Mia, we were quite kicked by the possibilities. But it was only when we thought some more, did we realise that working women don’t really like to express themselves at the workplace. They think if they look good and dress up, they will be judged for that and not the work they do. We found this to be really disheartening, that such conversations and prejudices actually exist. And yet, we looked around and saw so many successful women with admirable careers, amongst our friends and colleagues. This film is a straight-from-the-heart, honest attempt to pay tribute to these women who rise above it all and get down to work, because that’s all that matters”
Client: Tanishq
Client team: Deepika S Tewari, Ashwini Ramakrishnan
Creative agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Nischal Thapa, Adarsh Atal, Navin M
Business: Hari Krishnan, Sudhir Rajashekharan, Bhupender Agarwal, Aditi Prabhakar
Production house: Aarya Menon (Remarquer Films)
Also see:
Campaign India

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