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Ogilvy Mumbai challenges gender stereotypes with poignant ad for Star Plus

Indian television channel Star Plus is challenging ingrained stereotypes in the country that suggests only boys should carry on a family business with a sentimental commercial by Ogilvy Mumbai.

The film tells the story of a sweet shop owner named Gurdeep Singh. His business is booming. When a customer praises his success, Singh modestly attributes the good work to his  children who have taken the business online.

The customer automatically assumes the children are boys, so is surprised to then see two young girls supervising the delivery of online orders. But the bigger shock comes when the customer walks outside the shop and sees the new signboard: ‘Gurdeep Singh and Daughters’.

As a gentle score plays in the background, the films’s tagline is revealed: “Progress does not distinguish between girls and boys. It’s the thinking that matters.”

Ogilvy South Asia executive creative director Sumanto Chattopadhyay: “This film tells a simple, sweet and yet powerful story related to a newer way of thinking. It’s a tribute to the women who succeed and to the men whose progressive thinking makes them stand by, and not in the way of, women realising their potential.”

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