ADK Fortune & Pro-ease salute female frontline workers in new film

The new campaign #roktihoonruktinahin features Kriti Sanon who has lent her voice and might to the cause

e4m by exchange4media Staff
Updated: Jun 1, 2020 5:32 PM
ADK Fortune

Silently and with exceptional courage, millions of female Corona Warriors from across India are stepping out of their homes. Every day they leave behind their loved ones and put themselves at risk for strangers like us. Pro-ease, a sanitary napkin brand from RSPL group decided to not just acknowledge this selfless bravery but do its bit by distributing over 10 lakh sanitary pads to these women, fighting at the frontlines. Kriti Sanon, the brand ambassador of Pro-ease decided to lend her voice and might to this cause. The film which was conceptualized and made by ADK Fortune, a WPP company and part of Wunderman Thompson South Asia Group during the lock-down has been powerfully expressed through #roktihoonruktinahin.  

Commenting on this initiative Rohit Gyanchandani, Director, RSPL said, “In these trying times women frontline workers have been doing exceptional work which is inspiring as well as heroic. We wanted to recognise their contribution to the society and to the nation at large through this small gesture of appreciation. For us, this is just a beginning.  We are already in the process of making these special packs and will soon start distributing them to Corona Warriors free of cost.”  

Subroto Pradhan, Managing Partner, ADK Fortune, said, “In these times, empathy must be backed with an act. This is the time to do, not just talk. And that’s where Pro-ease makes a difference.” 

Elaborating further Atishi Pradhan, Planning Lead, ADK Fortune, added “Women are unstoppable, and this is precisely where Pro-ease as a maker of sanitary napkins comes in as it can help these brave warriors in stepping out and fighting the fight. Day after day.”  

“It was not easy”, remarks Nakul Sharma, VP & Executive CD, ADK Fortune, “There was a need to show the emotional strain these warriors were going through in their fight against the pandemic. We wanted to capture this tussle by looking at their human side as well.” 

After much brainstorming with Pradeep Sarkar (the Director), the team hit upon the creative treatment of doing black and white illustrations to show the stark reality of their lives. And then added more and more colour to their faces and surroundings as they resolved to take this battle further.

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