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TV station Colors campaigns for Indian women to take Sunday off

TV station Colors, a JV between Viacom and Network 18 Group, has launched a campaign in support of the idea that women in India should be entitled to a day off on Sunday.

Publicis India ad for Colors TV

A commercial, by Publicis India, features women of various ages doing chores and caring for the family, and later being attended to by their men for their day off.

“Making time for the ones you love but never some for yourself,” says a narrator in the ad, which carries the hashtag #SundayIsHerHoliday.

The film has been viewed more than 3m times since being uploaded to Colors TV’s Facebook page with the words “Isn’t it time all women got some time off every week?”

The comment thread on Facebook, which features a point of view from Bobby Pawar, head of creative at Publicis India, has attracted a mixture of perspectives, some from women who share that Sunday is often a “24 hours working day”.

Facebook comment thread on Colors TV ad

The campaign also featured the Twitter helpline #helpmehelpher, which offered tips for men on cooking, washing clothes and other chores.

The #SundayIsHerHoliday campaign has not been well received in all quarters, with one commenter in social media suggesting that the initiative reinforces the idea that household chores are purely a woman’s job.

Janani Srinivasan wrote on Facebook after posting the video on her wall: “Wow thats so generous! How about this instead.. you could help out everyday? You know, things like tying your own goddamn tie? Change your grandchild’s diaper? Cook the food you are also going to eat? You’re not doing the woman a favor, you’re carrying your own load instead of dumping it on the woman. This kind of condescending BS is why women are still expected to do everything around the house.”

Pawar commented that the most important part of the film comes at the end, when it is pointed out that Sunday should only be the start of the help women get from men.

“Now that we are beginning to get acceptance of the idea #SundayIsHoliday, we can broaden the acceptance of partnering women to the rest of the week. And that, coming from the stars they love will mean a lot,” he said.

Colors TV created the campaign to appeal to its majority female audience in India.

The next stage of the campaign will consist of simple how-to videos featuring stars of popular Colors TV programmes that show men how to manage their kids, make breakfast and buy vegetables.

Meanwhile, the #SundayIsHerHoliday hashtag has been piggybacked by an Indonesian porn star using the name Video Bokep Terbaru, who has posted a video of herself stripping.

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