Close on the heels of Star Plus’ ‘Nayi Soch’ campaign upholding gender equality, Viacom18’s Hindi GEC Colors has launched a new campaign called #SundayIsHerHoliday that calls on men to give women their due. The campaign, created by Publicis, seeks 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. So why did Colors embark on this campaign? Viacom18 CEO, Hindi mass entertainment Raj Nayak says, “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 at Colors, we have always believed in doing our bit in bringing about a change in mindsets.” Publicis South Asia MD, CCO Bobby Pawar believes that #SundayIsHerHoliday is an honest attempt at giving women their due. “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,” he noted.
Source: http://www.televisionpost.com![Music]( "Music")
Source: http://www.televisionpost.com
