PC Chandra Jewellers has rolled out a film ahead of Women's Day through which it urges women to uncelebrate the day.
Conceptualised by J Walter Thompson Kolkata, the film shows women stating examples where women see a bias against them. Some of the points they bring out are - "How often have you thought while men look ‘cool’ in shorts, girls look ‘hot’? Have you ever thought why children always take on the father’s surname?'
Among other examples, the film also takes on the phrase ‘working-mom’ and asks why ‘working-dads’ doesn't exist.
It ends with women asking fellow women to uncelebrate the day (8 March). They claim that women should only celebrate the day, when the world is free of gender biases.
U.K. Chandra, MD, PC Chandra Jewellers, said, “We are not against Women’s Day. We are against the idea of celebrating just one day for women. Every day must be women’s day. Without women this world is incomplete.”
Arjun Mukherjee, VP and ECD, J Walter Thompson, Kolkata, said, “The challenge was to cut through the clutter of feel-good Women’s Day messages and create something that’s honest and non-gimmicky. In our everyday life, there are instances of unconscious bias, we often ignore. And in doing so we nurture the seed of discrimination. The aim was not to give solutions, but to raise questions. We are sure this will touch a chord with both men and women and make them think.”
Ayan Chakraborty, VP and executive business director, J Walter Thompson, Kolkata, added, "PC Chandra is a brand that women trust. It is a brand that has been celebrating women for decades. So it was only fitting to have a narrative on Women’s Day that was all about being honest about the respect that women deserve through the year and not just on one special day."
Client: PC Chandra Jewellers
Agency: JWT Kolkata
Chief creative officer: Senthil Kumar
VP and ECD: Arjun Mukherjee
Creative directors: Moeinuk Sengupta, Nabendu Saha, Tandra Chakravarty
VP & EBD: Ayan Chakraborty
Client servicing: Sreeparna Gupta, Sushmita Byapari
Production house: Made in Calcutta
Directed by: Abhishek Sinha
D.O.P: Mrinmoy Nandi
Editor: Arghyakamal Mitra
Music: Gaurab Chatterjee
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No multi-agency pitch involved
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Watch the film conceptualised by Dentsu Impact here