Title | THE DIVIDE |
Brand | PAYTM |
Product / Service | PAYTM |
Category | G05. Cultural Insight |
Entrant | DENTSU CREATIVE Gurugram, INDIA |
Idea Creation | DENTSU CREATIVE Gurugram, INDIA |
Production | 10 FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Ajit Devraj | Dentsu Impact | Managing Partner |
Anupama Ramaswamy | Dentsu Impact | National Creative Director |
Monish Gupta | Dentsu Impact | Executive Creative Director |
vedansh kumar | Dentsu Impact | Creative Director |
Abhimanyu Pratap | Dentsu Impact | Copywriter |
Suprotim Day | Dentsu Impact | Head of Films |
Dawa Lama | Dentsu Impact | Films |
Hindol Purkayastha | Dentsu Impact | Account Head |
Sunil Singh | Dentsu Impact | Account Director |
Poonam Bachiyani | Dentsu Impact | Account Manager |
A mixed group of men and women were invited to a warehouse and were asked to stand on a line. They were then asked routine questions about growing up. All they had to do was step forward when their answer was “yes”, and step back when it was “no”. At first, both men and women were moving forward together. But when the same group of people were questioned about their financial literacy; it didn’t take long for the invisible divide in the room to become visible. The group who was standing together, now looked at each other from other ends of the room - the men ahead, and the women behind.
India has a 66% gender gap, when it comes to economic participation. And out of this only 6% of earning women are confident about handling their own money. Till date, it is primarily believed and followed that men are the ones who should be in control of finances, as they handle these matters better.