There is change in the air. But how can we affect change in the world when only half of its population is getting to take a break and participate in the change?

Taking a small but a consequential step towards giving a woman her due, COLORS is starting a people’s movement called #SundayIsHerHoliday and is inviting every man (and woman) to participate in it. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off. The campaign wants to start by inspiring action and kicking-off a conversation around #SundayIsHerHoliday. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores (you are not alone!). And the final step will be celebration by showcasing what actually happens when women get 24 hours from their own time, every week, off.

Raj Nayak, CEO, Hindi Mass Entertainment, Viacom18, believes the campaign is a small step towards a bigger change. “You might ask why COLORS is doing this? 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 as COLORS, we have always believed in doing our bit in bringing about change in mindsets.”

While he believes that the network giant Viacom18 can do its bit in giving a little nudge to our men-folk to lend a hand and make a difference, Bobby Pawar, MD, CCO, Publicis South Asia believes that #SundayIsHerHoliday is an honest attempt at giving women her due. Talking about the insight behind the campaign, he said, “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. As Publicis I can say that we are proud to have Raj, COLORS and the entire Viacom18 network on our side to ensure that the message reaches out to a large audience which brings about a genuine difference.”

A growing number of men are taking on the responsibility of caring for children and taking up household chores as their partner works. But a lot still needs to be done in breaking down traditional gender stereotypes.

So join hands. Let’s bring about change. One Sunday at a time.

Credits
Creative team: Roshni Kavina, Srijan Shukla, Siddharth Joglekar, Abhishek Sawant, Ajinkya Bane.
Digtal Lead: Sreeraman Thaigarajan
Production House: Offroad Films
Director: Abhijit Sudhakar
Producer: Khalil Bachooali
Lyrics: Manoj Tapadia

COLORS Team:
Head, Creative, Marketing and Digital: Sapangeet Rajwant
Marketing Leads: Tony Pratap, Vishal Desai
Digital Lead: Saloni Thakker

About ‘COLORS’:
‘COLORS’ is Viacom18’s flagship brand in the entertainment space in India. A combination of ‘emotions’ and ‘variety’, COLORS, launched on 21st July 2008, offers an entire spectrum of emotions to its viewers. From Fiction Shows to Format shows to Reality shows to Blockbuster Movies – the basket contains all ‘Jazbaat Ke Rang’. ‘COLORS’ is dedicated to promoting ‘Cohesive viewing’, through programmes like Thapki…Pyaar Ki, Devanshi, Sasural Simar Ka, Shakti…Astitva Ke Ehsaas Kii, Udann, Chakravartin Ashoka Samrat, Swaragini, Kasam…Tere Pyaar Ki, Krishndasi, Kawach…Kaali Shaktiyon Se, Jhalak Dikhhla Jaa, Comedy Nights Bachao Taaza, Nagin 2, Bigg Boss, 24, Shani and Dil Se…Dil Tak amongst others.

About ‘VIACOM 18’:
Viacom 18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching people on air, online, on ground, in shop and through its cinema.

The ad shows how houses painted with other exterior paints are unable to withstand the menacing
impacts by cricket balls struck by Raina and other players. The TVC opens with hard-hitting cricketing shots by Brendon McCullum and Jadeja striking the walls of houses, much to the fright and panic of the house owners. Suddenly, you see the houses being driven away. You see the cricketers thoroughly enjoying themselves as they see all this. We see the houses scurrying and hiding behind a beautifully painted house. Just then, we see the owner of the house sipping coffee on the balcony of this beautifully painted house, unaffected by all the commotion. The unique product window goes on to explain that this house has been painted with Excel Mica Marble which has the strength to withstand even the powerful shots of these world class cricketers.

Speaking about the campaign, Mr. Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited says, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India.
Our homes offer us shelter and protection and we in turn do our best to ensure our home is safeguarded against external elements and weather damage. Mica lends toughness and is an excellent barrier reducing the reach and impact of water molecules on the surface of exterior walls. Marble used extensively for its beauty and elegance contributes a smooth and shiny finish. This product is sure to stand out amongst the external emulsions currently available in the market.

The TVC brief hence was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!”

Bobby Pawar, Managing Director, Publicis Communications, South Asia says “The communication challenge before us was very interesting. How can we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions? How do we do justice to both, the benefit of the product (i.e. the strength of Mica and the gloss of marble) and the celebrity value of the cricketers? The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.

Jigar Fernandes, Executive Creative Director, Publicis Ambience says “When your house is in danger, you have to suffer in silence as you can’t really move your house to a safer place. Or can you?? This simple ridiculous question was taken seriously. And then one thing led to another. It’s essentially a demo film. Unlike a demo film.”

Credentials:
Managing Director and Chief Creative Officer, South Asia – Bobby Pawar
Chief Operating Officer – Paritosh Srivastava
Executive Creative Director – Jigar Fernandes
Creatives: Jigar Fernandes, Avinash Jakhalekar
Account Management: Chandan Jha, Darrell Fernandes, Jiten Painter
Films: Jignesh Maru, Sagar Bhanushali
Production Company: Eeksaurus Films
Director: E Suresh