INTERNATIONAL WOMEN'S DAY 2019 | ADANI GROUP

TitleINTERNATIONAL WOMEN'S DAY 2019 | ADANI GROUP
BrandADANI ENTERPRISES LIMITED
Product / ServiceNOT APPLICABLE
CategoryA01. Glass
EntrantVIDEOWALA PRODUCTIONS LLP Ahmedabad, INDIA
Idea Creation VIDEOWALA PRODUCTIONS LLP Ahmedabad, INDIA
Production VIDEOWALA PRODUCTIONS LLP Ahmedabad, INDIA

Credits

Name Company Position
Aayush Patel Videowala Productions LLP Partner
Mit Jani Videowala Productions LLP Partner
Prateek Gupta Videowala Productions LLP Partner
Aayush Patel Videowala Productions LLP Partner
TribhuvanBabu Sadineni Videowala Productions LLP Director Of Photography
Shardul Karandikar Videowala Productions LLP Editor
Parth Gupta Videowala Productions LLP Editor
Mehul Surti Videowala Productions LLP Music

Background

As a responsible corporate our brand values are aligned to maintain balance and equality in gender representation. The Adani Group’s core guiding philosophy has been linked to nation-building and Growth with Goodness. But nation-building is not just about asset creation and physical infrastructure. We believe that building a healthy and progressive nation demands maturity, sensitivity, and empathy in its people. Being home to the world’s largest youth population and arguably its most relevant working population, we felt this was a great opportunity to address key societal evils holding us back from becoming an egalitarian economy. Therefore our objective was to drive home a message that infuses change in mindsets. By this way, we contribute towards taking the nation ahead and reinstate our brand positioning of Growth with Goodness.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

India has been one of the fastest-growing economies in the world. Despite its political stability, fair media and reforms-driven administrative environment, certain societal stereotypes continue to cripple its development. Being inherited for centuries these stereotypes have become a part of this region’s social fabric. Most of these stereotypes stem from gender and are skewed towards to role of women. While events such as globalization and the internet explosion have changed popular outlook some of these biases remain as hurdles. Our campaign addressed the elephant in the room. The narrative dwelled on how stereotypes if not questioned on time become acceptable habits.

Describe the creative idea

The idea was inspired by #BalanceForBetter, the United Nation’s 2019 theme for International Women Day. We chose the most familiar setting for the film and the campaign – a day in the lives of a working couple from a middle class home in urban India.

Describe the strategy

The target group chosen for the campaign comprised working professionals aged above 30 and as well as senior citizens active on social media platforms. The purpose of including elderly age group was to address the root cause of the problem. Stereotypes on the role of women stem from the way men are raised in India. Considering that many young children spend the majority of their time with their grandparents, our objective was to urge senior citizens to change the narrative for India’s next generation.

Describe the execution

Implementation and Placement: The video was published on the International Women’s Day on the brand channels across the social media platforms including Facebook, Twitter, Instagram, LinkedIn and YouTube. Timeline: The pre-production and the production of the online film took 2 weeks starting from the end week of February 2019 and the campaign was set live starting from the 7 March 2019 uptill 28 March 2019. Scale: The video was promoted across the platforms with an objective of reaching out to the target group i.e. young couples in urban India

Describe the results/impact

Video Views across the platforms: 1.2 Million Facebook Reach: 1.9 Million Impressions on Twitter, LinkedIn and YouTube: 479,104 Engagement across platforms: 14,619 The engagement on the subject matter by youth from India denotes that the message has been very well received by the viewers. The key takeaway i.e. breaking the stereotype of gender roles for daily chores is well received and their reaction to the video across all platforms means their concurrence to the changing mind-sets.

Links

Video URL