Weekend watch: Colors kicks off #SundayIsHerHoliday movement

Gender equality begins at home. Yet another brand is making the point and this time in the form of a campaign, with the message #SundayIsHerHoliday.

 

Women, as homemakers, don’t have a day off.  The idea is to inspire men to take over Sunday chores of women. While the film above launches the campaign, the Viacom18 channel intends to offer men tips to take on Sunday chores too, before culminating with a showcase of what happens when women get a day off each week.

 

Raj Nayak, CEO, Hindi mass entertainment, Viacom18, said, “You might ask why Colors is doing this? We believe that entertainment should, where it can, nudge society forward, in big ways or small. This campaign is an embodiment of that belief. Gender equality is a man’s issue too, and as Colors, we have always believed in doing our bit in bringing about change in mindsets.”

 

Bobby Pawar, MD, CCO, Publicis South Asia, added, “The insight was simple. All women are working women. Most of them just end up working twice as much, at the office and at home. The realisation that it was unfair that they, unlike most other working people, don’t get a day off, struck us and gave birth to #SundayIsHerHoliday. As Publicis I can say that we are proud to have Raj, Colors and the entire Viacom18 network on our side to ensure that the message reaches out to a large audience which brings about a genuine difference.”

 

Credits

 

Client: Colors (Viacom18)

Head, creative, marketing and digital: Sapangeet Rajwant

Marketing leads: Tony Pratap, Vishal Desai

Digital lead: Saloni Thakker

 

Creative agency: Publicis

Creative team: Roshni Kavina, Srijan Shukla, Siddharth Joglekar, Abhishek Sawant, Ajinkya Bane

Digital lead: Sreeraman Thaigarajan

 

Production house: Offroad Films

Director (film): Abhijit Sudhakar

Producer: Khalil Bachooali

Lyrics: Manoj Tapadia