Title | #IDIDNTKNOW |
Brand | SC JOHNSON |
Product / Service | ALL OUT |
Category | C01. Viral Film |
Entrant | BBDO INDIA Gurgaon, INDIA |
Idea Creation | BBDO INDIA Gurgaon, INDIA |
Idea Creation 2 | BBDO INDIA Gurgaon, INDIA |
Media Placement | PHD INDIA Gurgaon, INDIA |
PR | EDELMAN INDIA Gurgaon, INDIA |
Production | RISING SUN FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chairman and Chief Creative Officer |
Rajesh Sikroria | BBDO India | President |
Ritu Sharda | BBDO India | Sr.Executive Creative Director |
Anunay Rai | BBDO India | Sr.Creative Director and Head of Art |
Gaurangi Mahthur | BBDO India | Associate Creative Director |
Jagpal Singh | BBDO India | Art Director |
Shrutika Sinha | BBDO India | Senior Account Director |
Ravi Bhat | BBDO India | Vice President Planning |
Vansh Khanna | BBDO India | Group Account Manager |
Shanu Gaur | BBDO India | Community Manager |
Manoj K Yogi | BBDO India | All India Print Production & Studio Head |
Rajender Bisht | BBDO India | Senior Graphic Designer |
Angad Singh Negi | BBDO India | Graphic Designer |
Ann Dooley | Energy BBDO, Chicago | EVP & Global Client Service Director |
Cara Christman | Energy BBDO, Chicago | VP, Senior Account Director |
Trent Buterbaugh | Energy BBDO, Chicago | EVP, Director of Client Services |
Sonal Narain | Energy BBDO, Chicago | Group Global Strategy Director at Energy BBDO, SVP |
Cakar Tibe | Energy BBDO, Chicago | Global Account Supervisor |
This thought-provoking, four-minute film is a confession from a mother who makes a mistake as a result of being conditioned by societal pressure. It is about that vulnerable moment when she sees her child fighting for his life and realizes that she is not a Goddess or the perfect mother that she’s been made to believe she is. By showing toughness in putting aside pressure and accepting she does not know it all, she and Sonali Bendre, a Bollywood celebrity mom, urge and encourage mothers to share stories of their imperfection--of not knowing enough about things that affect their child’s health and wellbeing. These stories create acceptance of imperfections and help other mothers be more vigilant and protect their children better.
In a country where mothers are likened to Goddesses, the intense pressure on being perfect, know it all, role model mums often becomes a barrier to Indian mothers protecting their children. A barrier that needed not a campaign, but a cultural movement to provoke social change. This is the story of #IDidntKnow- a movement launched by All Out aimed at helping mothers put aside the pressure and supporting them in protecting their children better. A movement that necessitated using multiple platforms- online video, engaging Bollywood celebrities and influencer mommy bloggers, activations and even TedX, to help create the change.