Mudra & CSR stand up for the girl child

Mudra North & East has come up with a unique campaign for Centre for Social Research (CSR) that highlights the plight of the girl child and seeks to promote a gender-just society.

e4m by Shubhangi Mehta
Updated: Mar 8, 2011 10:46 AM
Mudra & CSR stand up for the girl child

Client: Centre for Social Research (CSR)
Brand: Centre for Social Research (CSR)
Agency: Mudra Communications
Medium: Television

The Brief:
CSR works in areas of eliminating violence against women, women’s health and HIV, education, engendered governance, gender sensitization and increasing the participation of women in the economy. They have come up with a new campaign which focuses on discrimination against girl child.

The film addresses the unfortunate fact that the girl-child is shunned, discriminated against and often murdered in India. The spot is based on the belief that all a girl needs is a chance. Once she has that, nothing can stop her from shining.

The Execution:
The campaign has been conceptualized by Mudra Communications.

Nirmal Pulickal, Executive Creative Director, Mudra North & East, said, "The idea of a colony of hermaphrodites (kinnar) itself creates intrigue because it is look inside a colony of people whom the world considers as freaks. They’re scary and disgusting to most normal folk. And in a sense the man walking through it reflects our trepidation. When his purpose is revealed there is an almost ‘awww...shucks’ cuteness, which, offset against the surroundings, makes it an artistically brilliant concept."

Bobby Pawar, CCO, Mudra, commented on the work by saying, “In a country like ours, where we worship so many goddesses a lot of people consider a girl child to be a burden. The TVC portrays a change of heart of a father who regretted having a daughter a few years back and now is actually proud of being her father.”

The Final Product:
The film opens on a man entering a kinnar colony. He is teased mercilessly as he bravely ventures deeper, looking for someone. Finally, he spots the kinnar he is looking for and starts talking to her like she’s an old friend. Seeing her blank face, he reminds her that she had visited his home, fifteen years ago when his daughter was born. The kinnar tells that him if he had given her a mansion she should remember him. This is when he actually admits that he had sent her away empty-handed. The man then takes out a wad of cash, pressing it into the person’s hands. He tells her that he has come to set things right today. It ends with the pay-off explaining that your daughter will make you proud one day. Treat her same as your son.

Xpert Comment:
Sharing his view on the TVC, Nilesh Vaidya, ECD, Euro RSCG, said, “I really liked this ad. There are many ways to show how important it is to nurture a girl child. We've seen a lot of those ways playing out over the past few years. This one was a totally unexpected take on this oft-preached theme. And best of all, it's not preachy.”

"Another humorous take on a serious subject. In the past too, films have been made this subject but how much of that actually has an impact on the audience is anybody's guess. Nonetheless, the TVC has been shot well," said Pradeep Sarkaar, filmmaker and Director, Apocalypso Film Works.

Our Take:
The TVC deals with one of the most sensitive issues in today’s world, which is discrimination against women. The campaign is not the droning one’s where a celebrity comes in and asks to stop the discrimination. It breaks the norm and how! A round of applause for the creators of the campaign for keeping the compassion of the matter intact and coming up with something as striking as this.

A grand present from CSR and Mudra on International Woman’s Day!

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