Campaign India Team
Nov 17, 2023

Urban Company pushes for dignity of labour

Watch the film conceptualised by Talented here

Urban Company has rolled out a film that celebrates its ninth year of operations in the home services industry in India. 

The video showcases an engaging conversation between a service partner and a young boy during a bathroom cleaning service at the latter's home. Apart from the emphasis on the service partner's work ethics, the film aims to send out a crucial message on the dignity of all labour – that all work, regardless of how big or small, deserves respect.

Tarun Menon, director – brand, Urban Company said, "As we complete nine years of a transformative journey in India, we proudly uphold our brand promise – a commitment to provide unparalleled service excellence to our customers, while ensuring respect and dignity amongst our skilled service partners. ​​Through this thought-provoking ad, conceptualised and created by the team at Talented Agency and Superfly Films, we have attempted to underline the importance of skilling, and that everyone should be respected for their work, irrespective of the job they undertake.”

Sai Karthik, strategy, Talented, said, “Our research revealed that homeowners are caretakers first and homeowners next. They are fiercely protective of the status quo in their personal space, and rightfully so! However, apprehensions are heightened in the context of services perceived to be 'blue collar' being delivered at home - even when essayed by professionals. The brand needed to address these apprehensions strategically and more purposefully. This idea was to demonstrate that UC professionals bring their best selves to every home; through their skill and deep training, and the inherent pride they feel towards it. Through multiple drafts, the team at Talented, along with our creative consultant Shivani Gairola and our research consultants Hengam Riba, Palash Harle, and Balram Vishwakarma, told this story with the sensitivity it deserves.”
Client: Urban Company
Agency: Talented
Production House: Superfly Films



Campaign India

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