Title | #STANDBYTOUGHMOMS |
Brand | ALL OUT |
Product / Service | ALL OUT MOSQUITO REPELLENT |
Category | A03. Casting |
Entrant | BBDO INDIA Gurgaon, INDIA |
Idea Creation | BBDO INDIA Gurgaon, INDIA |
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 |
#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.
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. So, the choice of cast was of utmost importance. Each member of the cast was hand-picked to look like it came from a patriarchal family, so they could bring forward their own experiences. It was vital, that each member of the cast had the potential to remind the viewers of someone they knew. The family was made to comprise of three generations to derive unique reactions of each of them on the issue. The two young girls mirrored the society. The young boy posed a much bigger picture of the everyday boy favoritism that India sees. And the subjugated daughter-in- law, reflected the deeply rooted patriarchy.