Tanishq, Talented, and Superfly Films have collaborated to remind everyone that every woman is first and foremost a human, even before being a superwoman, and that struggling and failing are a part of being human.
The film depicts a woman multitasking by handling office work and household chores from the kitchen in the morning. It then shows her at work, preparing a birthday gift for her mother, and sending a proposal. At one point, she expresses exhaustion by asking for a moment to catch her breath. Later, the film shows her feeling drained on her way back from work and her proposal getting rejected by the client. The film concludes by saying superwoman are human too and questions whether the term “Superwoman” is meant as a compliment or an expectation.
Watch the film here:
Ranjani Krishnaswamy, General Manager-Marketing, Tanishq, said, “Today, women across the board are striving to strike the effortless balance between the multiple roles they play in life and are under the constant unsaid expectation to be thriving at it. But here’s a reminder to pause and remove that metaphorical cape sometimes, after all you are human too. This narrative is inspired by the stories of many superwomen all around each one of us celebrating the other side of what goes into making them.”
Binaifer Dulani, Founding Member & Creative at Talented, said, “We have higher expectations from women than we do from humans. Women today suffer from a burden of potential. A dad may get a standing ovation for packing lunch for his kids on one day – but the benchmark for women is much higher. Being called a superwoman is a compliment only when it’s not an expectation. This is as much a narrative about gender, as it is about mental health. Women’s week felt like a moment as good as any to bring this forward.”
Kopal Naithani, Founder and Director, Superfly Films, said, “Do women have the luxury of time? We are so busy trying to ace everything in life, living above and beyond the idea of being a multitasker that I don’t think we even realise when it begins to take a toll on us. Somewhere we have ourselves forgotten that we are human. That we can or only need to do so much. The world sees women in a certain light but where do women see themselves? And I think that is where the climax of the film takes us – this campaign is a long overdue reminder.”
