Tata Tea has rolled out another film through which it looks to focus on gender equality.
The film is part of its 'preactivism' campaign that urges people to work towards social issues before they go out of control. Conceptualised by Mullen Lintas, this film shows an obstacle race. A boy finishes second and his father congratulates him for doing so, but is upset about the fact that he lost to a girl and communicates the same to him. It ends with the message, 'Inequality gets learnt. Equality needs teaching' and urges pledges with regards to teaching gender equality to children.
Rishi Chadha, head, marketing (tea), Tata Global Beverages, said, “It is our firm belief that true social change can only occur when we address the root cause of a social issue. To effectively combat the rising cases of violence and discrimination against women, we need to dispel the incorrect notions of male superiority that are knowingly or unknowingly taught to young children and then continued into adulthood. Therefore, it is imperative to educate our children about gender sensitivity so that both boys and girls can grow up in a mutually equal and respectful environment.”
The film was rolled out on digital on 1 August 2017.
Client: Tata Global Beverages
Creative agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Sangeetha Sampath
Account management: Kishore Subramanian, Lopamudra Bhattacharya, Anahita Brar
Planning: Sushma R Rao
Production house: The Wired Society
Director and producer: Supriya Sarin
Film department: Satyajit Ganu