Godrej has rolled out its latest digital campaign, ‘Dance to My Tune’, as an ode to womenhood on International Women’s Day. It brings alive women’s innermost desire of making their men work around the house.
Designed and conceputalised by JWT, ‘Dance to My Tune’ is exclusively dedicated to women, for women and by women. Based on the premise where women in India feel that their men are lazy and need to pitch in with the household chores, the fun and interactive web experience, strictly for women, is meant to have their partners work for them by doing chores such as making the bed, cleaning the house or cooking up a fancy meal.
Not just that, the exclusive tailor-made video can be shared by women on their Facebook page as well.
Commenting on the initiative, Shireesh Joshi, COO, Strategic Marketing, Godrej Group said, “Women make up a core part of our target group as well as a significant part of our workforce, and both at home and at workplace they need support of the people and practices. Godrej does that both as a manufacturer that understands her needs and designs great performing, easy to use products as well as an employer with policies that enable productive and fulfilling lives for women.”
He further said, “On the occasion of Women’s Day, we saw a great opportunity of bringing attention to women’s needs in an engaging way that is also connected with Godrej. We wanted to let them do something quirky and fun, which how this idea came into being.”
“How often do you get to work on an idea that’s just for us women folk?” asked Tista Sen, National Creative Director, JWT India. She added, “Getting the opposite sex to partner you with the housework is often a complaint left unfulfilled. Now you can… at least, in the virtual space. Using technology with a great insight, this viral is what reaffirms our belief in ideas first. No matter what the medium, we need to connect and engage with our consumers. And on Women’s Day, what better than this?”
Women can make their dream come true and have their partners dance to their tune by logging on to www.dancetomytune.com and sign in through their Facebook account. Once they upload their and their partner’s picture, all they need to do is select the chore that they need done and they have their video ready to see and share. Given that it is strictly for women, men only get to see and not participate!