Taking a small but a consequential step towards giving a woman her due, COLORS is starting a people’s movement called #SundayIsHerHoliday, designed by Publicis. The goal of the campaign is to inspire and help men take over the Sunday chores of a household, so the lady of the house can get her much needed time off. The idea behind the campaign is to start by inspiring action and kicking-off a conversation around the #SundayIsHerHoliday initiative. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores. The final step will be celebration by showcasing what actually happens when women get a full day break from household chores every week.
Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18, believes the campaign is a small step towards a bigger change. He says, “You might ask why COLORS is 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 a change in mindsets.”
While Nayak believes that 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 their due. Talking about the insight behind the campaign, he says, “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 realisation 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, COLORSand the entire Viacom18 network on our side to ensure that the message reaches out to a large audience which brings about a genuine difference.”
While a growing number of men are taking on the responsibility of caring for children and taking up household chores as their partner works too, a lot still needs to be done in breaking down traditional gender stereotypes. And COLORS and Publicis are doing just that, one Sunday at a time.
Creative team: Roshni Kavina, Srijan Shukla, Siddharth Joglekar, Abhishek Sawant, Ajinkya Bane
Digital Lead: Sreeraman Thaigarajan
Production House: Offroad Films
Director: Abhijit Sudhakar
Producer: Khalil Bachooali
Lyrics: Manoj Tapadia
Head, Creative, Marketing and Digital: Sapangeet Rajwant
Marketing Leads: Tony Pratap, Vishal Desai
Digital Lead: Saloni Thakker