THE DIVIDE

TitleTHE DIVIDE
BrandPAYTM
Product / ServicePAYTM
CategoryG05. Cultural Insight
EntrantDENTSU CREATIVE Gurugram, INDIA
Idea Creation DENTSU CREATIVE Gurugram, INDIA
Production 10 FILMS Mumbai, INDIA

Credits

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

Write a short summary of what happens in the film

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.

Please tell us about the cultural insight that inspired the work

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.

Links

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