Colors out to break down gender stereotypes – one Sunday at a time

Even as the world moves towards gender equality in all spheres of life, there is one space where it is often overlooked – our homes. While men can look to a relaxed time on weekends, for the lady of the house there no holiday from the myriad chores.

There is change in the air. But how can we affect change in the world when only half of its population is getting to take a break and participate in the change? Taking a small but a consequential step towards giving a woman her due, Colors has embarked on a people’s movement called #SundayIsHerHoliday and is inviting every man (and woman) to participate in it.

The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off. The campaign aims to start by inspiring action and kicking-off a conversation around #SundayIsHerHoliday. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores (you are not alone!). And the final step will be celebration by showcasing what actually happens when women get 24 hours from their own time, every week, off.

Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18, remarked, “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.”

While he believes that Viacom18 can do its bit in giving a little nudge to our men-folk to lend a hand and make a difference, Bobby Pawar, MD, CCO, Publicis South Asia, believes that #SundayIsHerHoliday is an honest attempt at giving women her due.

Talking about the insight behind the campaign, Pawar said, “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. At 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.”

A growing number of men are taking on the responsibility of caring for children and taking up household chores as their partner works. But a lot still needs to be done in breaking down traditional gender stereotypes.

Watch the film:
https://www.youtube.com/watch?v=2eK32DMLA_o&feature=youtu.be

Campaign credits:
Creative agency: Publicis
Creative team: Roshni Kavina, Srijan Shukla, Siddharth Joglekar, Abhishek Sawant, Ajinkya Bane.
Digtal Lead: Sreeraman Thaigarajan
Production House: Offroad Films
Director: Abhijit Sudhakar
Producer: Khalil Bachooali
Lyrics: Manoj Tapadia

Colors Team:
Head, Creative, Marketing and Digital: Sapangeet Rajwant
Marketing Leads: Tony Pratap, Vishal Desai
Digital Lead: Saloni Thakker