SAAFKIN DREAMS

TitleSAAFKIN DREAMS
BrandSAAFKIN
Product / ServiceRE-USABLE SANITARY PADS FOR WOMEN.
CategoryA03. Casting
EntrantFINGERPRINT FILMS Mumbai, INDIA
Idea Creation FINGERPRINT FILMS Mumbai, INDIA
Production FINGERPRINT FILMS Mumbai, INDIA

Credits

Name Company Position
Delna Setha Law & Kenneth Saatchi & Saatchi Chief Creative Officer

Brief Explanation

The film is a piece to camera narration of dreams that the featured women had, probably in their childhood or at some point of time. They are recounting one dream each and also narrating why they wanted to pursue it. The dreams range from being a nurse to help others to becoming the Prime Minister of the country. As the dreams unfold one after the other, they organically lead to the supers explaining the problem faced by young girls due to unhygienic sanitary conditions during their periods in India, and how it affects the dreams and their fulfilment when they are women. The solution for the same, now offered by Saafkin, with a call traction for the same leads to the #Giveher5 logo.

Indian women even today are uncomfortable talking about their menstrual cycle. And it was a great challenge to find women who would narrate their experiences in front of the camera. And the director wanted human beings and not actors. Women who have actually lived their experiences. So we went scouting into the underbelly of Mumbai. Into the slums of Dharavi, and low income housing societies in Ghatkopar. Time was another big challenge. We had just one week so we went looking door to door with local help. We met many women, some agreed others didn’t but even among the ones who owned up getting the right characters to comfortably essay the parts without discomfort wasn’t easy. But eventually we found our protagonists. Our real women. And we found them right where they lived their lives compromising on their dreams

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