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Dentsu Webchutney and Flipkart make a case for gender equality in India

Indian e-tailer Flipkart has launched a new film called #GenerationEqual which aims to question prevailing gender norms in the country.

The film chronicles young children questioning why certain hobbies, colours or emotional displays are considered more appropriate to one gender than the other.

Speaking about the campaign Dentsu Webchutney’s senior vice president of client services Prashant Gopalakrishnan said: “Real change will happen when we collectively decide to make the same rules influence the lives of both boys and girls. That is the most real way to ensure our biases don’t pass on to them.”

Flipkart’s director of brand marketing Apuarv Sethi added: “As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects, so that they get to do what they love.

“Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them. Whether it’s a boy who wants to learn cooking or a girl passionate about collecting superhero toys. And the other way around too”

The film is part of Flipkart’s larger ‘Naye India ke saath’ [with the new India] campaign and has so far celebrated fathers who take an active role in child raising and the elderly who don’t let their age get in the way of new experiences.

Credits:

Brand: Flipkart Internet Private Limited

Brand team: Apuarv Sethi, Lucky Saini and Smriti Advani 

Production house: Superfly Films

Director: Kopal Naithani 

Producer: Samson Vasave

Director of photography: Jishnu Bhattacharjee

Executive creative director – copy: P.G. Aditya 

Associate creative director – copy: Ninad Gawhankar

Senior copywriter: Vasisht Vasan

Copywriter: Pragya Sarin

Senior creative director – art: Ashwin Palkar

Associate group head – art: Deepak Murlidharan

Associate art director: Anandhi Kumar

EVP and branch head: Gautam Reghunath

SVP: Prashant Gopalakrishnan

Client services director: Priyanka Borah

Account director: Gurudatt. N

Associate account director: Karishma Changroth

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