Kawal Shoor
Aug 25, 2020

Watch: The lockdown revelations - househelp

View part three of this six episode series

We all know that the lockdown was the need of the hour, or indeed of the day and of the month, or of months. However, from a mind readers point-of-view, the lockdown could be defined as the single biggest experiment in human history. We at The Womb set out to understand how India and Indians would attitudinally react to this, given its extraordinary power to change their circumstance. 
 
Project As Is, our lockdown research project, started with a simple question. When people are unnaturally forced to stay at home over a long period of time, what would they feel about various aspects of life, and importantly, how would those feelings change over the entirety of the lockdown?
The findings are in two parts. A short video that dramatises the key insight of each of the six cohorts explored. And a detailed report available upon request.
 
Today’s video brings alive the key sentiment unearthed among house helps of India. There are approximately 50-70 million such individuals. They are the silent supports for working women who wish to continue working. They are the second earning members in their families, and have a big influence in decision-making of purchases among the striving classes of India. And their voice is unrepresented in marketing conversations.
 
Also read:
 

 

Source:
Campaign India

Related Articles

Just Published

2 days ago

FCB India appoints Ashima Mehra as CEO

Mehra has over 18 years of experience and was most recently at Leo Burnett India.

2 days ago

Colgate takes on the not-so-sweet problem of ...

Featuring celebrity ‘dessert’ influencers, the film tackles appropriate oral care after the consumption of after-dinner treats.

2 days ago

Publicis organic growth jumps 5.3% in Q1

Groupe says growth driven by 'new business tailwinds' with a 'clear rebound in the tech sector'.

3 days ago

Moves and wins roundup: Week of 12 April

Read all the latest news from the marcomms world including updates from L’Oreal India, Disney Star, Crosshairs Communications, Cleartrip and more, in our weekly round-up of people moves and account wins.