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

A campaign on GenE, the new gender-equal generation, sheds light on the subconscious sexism that starts at an early stage of our lives

by exchange4media Staff
Published - Nov 27, 2018 1:53 PM Updated: Nov 27, 2018 1:53 PM
Flipkart Dentsu WebChutney

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. 

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has created a thought provoking campaign for Flipkart. The campaign sheds light on the subconscious sexism that starts at an early stage of our lives.

The new generation of toddlers, tweens and those in between have a name for themselves, like Gen-X and Gen-Y, this new generation calls itself #GenerationEqual, or “Gen-E”. 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 ke saath’. Like the previous two instalments, 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.

“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, Senior Vice-President, Client Services, Dentsu Webchutney. 

“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, Flipkart.

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 – Apuarv Sethi, Lucky Saini and Smriti Advani
Production House – Superfly Films
Director – Kopal Naithani 
Producer – Samson Vasave
Director of Photography -  Jishnu Bhattacharjee
 
Agency:

Creative Team (Copy):
Executive Creative Director – P.G. Aditya 
Associate Creative Director - Ninad Gawhankar
Senior Copywriter – Vasisht Vasan
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 – Karishma Changroth
 

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