#STANDBYTOUGHMOMS

Title#STANDBYTOUGHMOMS
BrandALL OUT
Product / ServiceALL OUT MOSQUITO REPELLENT
CategoryA01. Direction
EntrantBBDO INDIA Gurgaon, INDIA
Idea Creation BBDO INDIA Gurgaon, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chairman and Chief Creative Officer
Ajai Jhala BBDO India Chief Executive Officer
Rajesh Sikroria BBDO India President
Ritu Sharda BBDO India Sr. Executive Creative Director
Anunay Rai BBDO India Sr. Creative Director
Gaurangi Mathur BBDO India Group Head - Copy
Rishi Pande BBDO India Group Head - Copy
Jagpal Singh BBDO India Sr. Art Director
Natasha Mehra BBDO India Sr. Art Director
Aakancha BBDO India Copywriter
Gireesh Gupta BBDO India Executive Vice President
Proteek Dey BBDO India Account Director
Radheyshyam Keshari BBDO India Sr. Account Executive
Urvashi Bora BBDO India Account Director
Shanu Gaur BBDO India Community Manager
Ninad Satpute BBDO India Vice President Planning
Rashi Jain BBDO India Account Director Planning
Manoj K Yogi BBDO India All India Print Production & Studio Head
Jitendra Pal Singh BBDO India Studio and Production Manager
Syamsunder Rawat BBDO India Studio Manager
Shiv Shankar Maurya BBDO India Graphic Designer
Angad Singh Negi BBDO India Graphic Designer
K V Krishnam Raju BBDO India Agency Producer
Deepika Warrier PepsiCo India Vice President, Nutrition India
Ann Dooley Energy BBDO, Chicago EVP & Global Client Service Directo
Nobel Dhingra PepsiCO India Associate Director, Quaker India
Aastha Bhasin PepsiCo India Senior Manager, Quaker India
Cara Christman Energy BBDO, Chicago GLOBAL ACCOUNT DIRECTOR, VP
Rosa Roy Energy BBDO, Chicago GLOBAL ACCOUNT SUPERVISOR
Ann Mukherjee SC Johnson Global CMO
Shubhra Kalra SC Johnson Local Client VP/CMO
Shoojit Sircar Rising Sun Films Director 
Ronnie Lahiri Rising Sun Films Producer
Supriya Macwan Rising Sun Films Producer
Avik Mukhopadhayay Rising Sun Films Director of Photography
Abhisekh Arora Rising Sun Films Music Director
Jayant Tiwari Rising Sun Films Editor

Brief Explanation

#StandByToughMoms is a movement committed to support mothers in their attempt to raise their children with the strong values while fighting against the interference of a patriarchal society and joint family. The provocative three-minute film features an extended family having dinner and being confronted with a situation, which raises questions about parenting. The film unfolds at the dinner table where a joint family is gathered for a meal. The film features a mother who is evidently angry with her son for stealing money and refuses to entertain his tantrums when he refuses to eat. While the rest of the family members at the table start criticizing her for being too hard on the boy, the grandfather takes a stand to support her decision of tough parenting.

Execution

A film on an issue like this, can’t alienate the viewers, and make them feel ‘oh this happens in some other family, not mine’. It needs to tell them that this is something they do or let happen and this needs to change. To make that happen, the approach to shoot the film was very unique. The film was shot like theater. The whole story was performed in a single shot and captured by 5 cameras, without any break in the conversation. The camera placement and sound design gave viewers the feeling that they too were seated at the table too. The cast was carefully chosen to remind the viewer of someone they knew. They each came from a patriarchal family, so they could bring forward their own experiences. The film was rehearsed with the cast but the shoot was done only in 4 takes, so the reactions stayed natural.

Links

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