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Home Brand Stories

Flipkart and Dentsu Webchutney drive new campaign for gender equality among children

by Editorial
November 26, 2018
in Brand Stories, Featured
Reading Time: 3 mins read
Flipkart and Dentsu Webchutney drive new campaign for gender equality among children

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Mumbai : Dear GenX& GenY, meet GenE: The new, gender-equal generation : It’s fair to say in today’s times, all of us believe in gender-equality. But how many of us realise that the idea of equality matters not just for us as adults- but to children too? Our dated ideas of gender roles start right from the time we assume our niece might prefer a doll over a car as a birthday gift without knowing for sure, or how we think it’s ok to tell our sons that being sensitive is unmanly. How we keep our children’s experiences and expectations about life and their personalities separated right from their childhood, offering them just half of what life has in store.

Well, the new generation of toddlers, tweens and those in between…  with a little help from Flipkart and Dentsu Webchutney are here to tell us how they’d like to be raised. They even have a name for themselves, like Gen-X and Gen-Y, this new generation calls itself #GenerationEqual, or “Gen-E”!

 

Prashant Gopalakrishnan
Prashant Gopalakrishnan

“Look around you. Do you have a son, daughter, niece, nephew, or a friend’s child born a few years after the millennium? They are all part of #GenerationEqual. Real change will happen when we collectively decide to make the same rules that influence their lives. And as far as we can, let’s keep those rules the same for both boys and girls. That is the most real way to ensure our biases don’t pass on to them,” says Prashant Gopalakrishnan, Sr.Vice-President, Client Services, Dentsu Webchutney.

Apuarv Sethi
Apuarv Sethi

“As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects, so that they get to do what they love. Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them… whether it’s a boy who wants to learn cooking, or a girl passionate about collecting superhero toys. And the other way around too,” says Apuarv Sethi, Director – Brand Marketing  at Flipkart.

Gen-E is an Indian brand’s biggest investment on the subject of gender-equality among children so far. And Flipkart’s third campaign to echo their new brand promise of ‘partnering with the progressive Indian’ via ‘Naye India kesaath’. Like the previous two installments, the brand’s role in it is admirably humble: and the brand is in fact used in the most surprising ways… Flipkart boxes appear ‘fly on the wall’ style- barely visible in corners of the screen, brought alive through bubble-wrap, and in one scene: even made into an adorable toy for a child.

In just a year of having started the new brand charter, Flipkart has campaigned on three distinctly different social subjects. With Penguin Dad, they celebrated fathers involved in child-raising; with Choose Your Age, they celebrated those defeating age with experiences; and now with Gen-E: they’re almost asking us to be what our children need us to, so that more and more of us can be celebrated. A new generation is waiting to be raised without gender-bias. The ball’s simply in our court.

Campaign Credits:

Brand – Flipkart Internet Private Limited

Brand Team – ApuarvSethi, Lucky Saini and Smriti Advani

Production House – Superfly Films

Director – KopalNaithani

Producer – Samson Vasave

Director of Photography –  JishnuBhattacharjee

Agency

Creative Team (Copy)

Executive Creative Director – P.G. Aditya

Associate Creative Director – NinadGawhankar

Senior Copywriter – VasishtVasan

Copywriter – Pragya Sarin

Creative Team (Art)

Senior Creative Director – Ashwin Palkar

Associate Group Head – Deepak Murlidharan

Associate Art Director – Anandhi Kumar

Account Management Team

EVP and Branch Head – Gautam Reghunath

SVP – Prashant Gopalakrishnan

Client Services Director – Priyanka Borah

Account Director – Gurudatt.N

Associate Account Director – KarishmaChangroth

Tags: among childrenClient ServicesDentsu WebchutneyFlipkartgender equalityGenerationEqualPrashant GopalakrishnanSr. Vice President

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