Mumbai: while men are resting, binge watching TV, and catching up with friends on Sundays, the women are busy cooking everyone’s favourite dish, taking care of the kids, finishing pending house hold chores and more. All this without complaining, because she loves him, Unfair much? Colors think so.
Taking a small but a consequential step towards giving a woman her due, Colors is starting a people’s movement called #SundayIsHerHoliday and is inviting every man (and woman) to participate in it. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.
The campaign wants to start by inspiring action and kicking-off a conversation around #SundayIsHerHoliday. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores (you are not alone!). And the final step will be celebration by showcasing what actually happens when women get 24 hours from their own time, every week, off.
Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18,believes the campaign is a small step towards a bigger change.“You might ask whyCOLORSis doing this? We believe that entertainment should, where it can, nudge society forward, in big ways or small. This campaign is an embodiment of that belief. Gender equality is a man’s issue too, and as COLORS, we have always believed in doing our bit in bringing about change in mindsets.”
While he believes that the network giant Viacom18 can do its bit in giving a little nudge to our men-folk to lend a hand and make a difference, Bobby Pawar, MD, CCO, Publicis South Asia believes that #SundayIsHerHoliday is an honest attempt at giving women her due. Talking about the insight behind the campaign, he said, “The insight was simple. All women are working women. Most of them just end up working twice as much, at the office and at home. The realization that it was unfair that they, unlike most other working people, don’t get a day off, struck us and gave birth to #SundayIsHerHoliday. As Publicis I can say that we are proud to have Raj, COLORS and the entire Viacom18 network on our side to ensure that the message reaches out to a large audience which brings about a genuine difference.”
A growing number of men are taking on the responsibility of caring for children and taking up household chores as their partner works. But a lot still needs to be done in breaking down traditional gender stereotypes
Creative team: RoshniKavina, Srijan Shukla, Siddharth Joglekar, Abhishek Sawant, Ajinkya Bane.
Digtal Lead: Sreeraman Thaigarajan
Production House: Offroad Films
Director: Abhijit Sudhakar
Producer: Khalil Bachooali
Lyrics: Manoj Tapadia
COLORS Team: Head, Creative, Marketing and Digital: Sapangeet Rajwant
Marketing Leads: Tony Pratap, Vishal Desai
Digital Lead: Saloni Thakker