Tanishq asks mothers to add motherhood as the job of most experience on their CV
Watch the film conceptualised by Talented here
May 04, 2022 04:59:00 AM | Video | Campaign India Team
Tanishq has launched a campaign titled ‘The Interview’ to showcase the nervousness that mothers go through while getting back on their professional feet after a maternity break.
In the first piece of work conceptualised by Talented, the film aims to encourage mothers to return to work with their heads held high. The film was created in partnership with Superfly Films.
The film opens up with a lady being interviewed by the manager in charge. The interviewer starts by reading out her experience at a huge firm and praising he for it. He then reads out the next role, which stated ‘fourteen months at Life Bootcamp Corp’. Surprised by the unfamiliarity of the role, he asks her to tell him more about the job. The lady goes on to tell him how the job just landed up on her lap and how she had to fill in the position of a leader, overnight. She told the interviewer how she had to train a complete newbie, but how she learned all the hard ways on the job. When asked why she left the job in only fourteen months, she told him that her team had started to manage the work independently.
She then tells the interviewer that she’ll never really go off duty from her previous job. Alarmed by the response, the interviewer asks her what she meant by that. She then opens up a picture of her baby and her husband, referring to them as her teammate and little trainee. The interviewer then understands what she was speaking of all this while and tells her that she doesn’t fit the job role because she deserves something even bigger.
Ranjani Krishnaswamy, general manager - marketing, Tanishq, said, ”The woman of today is seeking to express herself with honesty and authenticity to confidently celebrate her realities. She’s thriving in her vulnerability while rising in her power to change her world. The brand believes these powerful stories build positive momentum in cultivating a world of equality and adding to her self growth. This film is an ode to women who challenge set narratives and inspire many others to follow the change.”
Binaifer Dulani, founding member and creative, Talented, said, “POV: You’re returning to work from your maternity break. Everyone has made you believe that the gap in your resume puts you on the backfoot. But you know that was anything but a break. It was a boot camp in life. Yet you’re ready to wiggle, take a pay cut, a demotion - all to prove yourself. Only if there was a way you didn’t have to. If there was a way mothers didn’t have to start from scratch. This is a long-overdue conversation in India, and Mother’s Day felt like a moment as good as any to further this narrative. Studies reveal that it will take at least 136 years to close the global gender pay gap, and one of the biggest factors for this is the lack of representation of women in senior leadership. We need more workplaces to see beyond the dominant culture, value the incredible leadership transformation mothers undergo, and create equity for women so that they can make their comeback.”