Have you ever wondered why you get to enjoy a 5-day week, but she doesn’t? The lady of the house slogs through the week: at her workplace or at home. But weekends, which are meant to be a break for one and all, end up meaning more work for her because everyone is home that day. So on weekends, while you are resting, binge watching TV, and catching up with friends, she is busy cooking everyone’s favourite dish, taking care of the kids, finishing pending household chores and more. All this without complaining, because she loves you. Unfair much? COLORS think so.
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.
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
Head, Creative, Marketing and Digital: Sapangeet Rajwant
Marketing Leads: Tony Pratap, Vishal Desai
Digital Lead: Saloni Thakker
‘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.