Title | GREAT THINGS HAPPEN WHEN WE MOVE |
Brand | SHELL |
Product / Service | SHELL |
Category | G04. Social Behaviour |
Entrant | WUNDERMAN THOMPSON Gurgaon, INDIA |
Idea Creation | WUNDERMAN THOMPSON Gurgaon, INDIA |
Production | SMALLFRY PRODUCTION Gurugram, INDIA |
Name | Company | Position |
---|---|---|
Senthil Kumar | Wunderman Thompson | Creative direction |
Siddharth Prasad | Wunderman Thompson | Creative direction |
Vaibhav Sahni | Wunderman Thompson | Account management |
Nikhit Shetty | Wunderman Thompson | Strategy |
Tanuj Karol | Wunderman Thompson | Account management |
Swasti Ray | Wunderman Thompson | Art direction |
Nishant Nanda | Wunderman Thompson | Copywriting |
Girish Singh | SmallFry Production | Production |
The film showcases the story of a real-life woman protagonist: Yogita Raghuvanshi, a trained lawyer who was widowed but found her path to success by becoming India’s first woman truckdriver. The film shows a day in her life, as witnessed by a supporting character - a biker whose motorcycle has broken down on a lonely highway. A truck stops to give him a lift and he is surprised to find it is driven by a woman. In the ensuing conversation, she tells him how her plans of practising law were derailed by the death of her husband and how she raised her children by driving her husband’s truck. Our heroine wears her success lightly and inspires us with her winning attitude towards life’s hardships. The sentiment is echoed in the specially composed track which says ‘My dreams are unleashed, and flying free’ and melds into the Shell signature tune.
India remains a patriarchal society, and women still experience inequalities in all aspects of life, especially economically. The female labour-force participation rates was only 20.5% in 2019 (source, ILO). Women are generally discouraged from travelling by themselves- whether for work or socially. Lack of mobility holds them back. Those who do work tend to do so at or near home, usually in traditional areas like teaching, food preparation, nursing and dressmaking. Professions that require mobility and travel are male dominated. There isn’t a glass ceiling; but a glass wall of social norms that keeps women out of these fields. Aspiration and ambition are the engines that drive India. And mobility has a pivotal role in the ‘Indian dream’. Deprived of mobility, women’s ambitions remain stifled. We explored a wide range of stories. Those that resonated most strongly were those that challenged the stereotype of women being less associated with movement.