Our latest episode in the VideoBrief series features Tarun Menon, Director of Brand at Urban Company and the founding team members and creatives of the independent agency Talented, Binaifer Dulani and Leena Gupta, on the launch of their new campaign, Choti Soch, in conversation with Safa Soomar.
This feature is indeed unique, bringing both the brand and agency together to offer their insights on the campaign, all captured on video.
Urban Company, in partnership with Talented, has endeavored to create a conversation around dignity of labour for their professionals. In 2023, they started a conversation to narrow the respect gap between ‘blue-collar’ and ‘white-collar’ professionals with their film, Chhota Kaam. This year for Women’s Day, they took an intersectional approach to talk about the dignity of labour for their women professionals- specifically belonging to the Spa category.
Safa caught up with Menon, Dulani and Gupta on the latest ad-campaign video of Urban Company, which advocates for the dignity of labour for women masseuses and underlines the importance of male allyship for true equality.
The three leaders provide valuable insights on the significance of this campaign and the messaging beyond it which strives to break down stereotypes, judgement and disrespect that blue collar women professionals face.
Menon highlights that the aim of this campaign is to ask the simple question about what is ‘respectable work’, or a ‘respectable profession’, and why shouldn’t everyone have the right to take pride in and be respected for their work.
By initiating this conversation that questioned biases, Urban Company and Talented embark on a mission to redefine respect for female blue-collar professionals.
Gupta mentions that the depiction of the woman in the film works as a conduit of not just all masseuses or blue-collar workers, but all women, noting the responsibility that advertising carries and the importance of treating advertising as an art that has the capability to change society.
For Dulani, this campaign carries significance not just for Women’s Day, but throughout the year, because this conversation will amount to nothing if it is not an everyday commitment.
Full credit list:
Urban Company | Chhoti Soch
Unveiling the true essence behind a woman’s professional success!
Caution: Minors should view with adult guidance.
Client: Urban Company (UC)
Team: Kartik Ahuja, Tarun Menon, Tilak Dugar, Hitesh Gangwani
Agency: Talented
Team: Aakash Desai, Binaifer Dulani, Nabil Kureshi, Leena Gupta, Neil Mathew, Sohan Ray, Vaibhav Pachisia, Sai Karthik, Karishma Changroth, Priyanka Borah
Consultant: Garvi Dhar
Production House: Superfly Films
Director: Kopal Naithani
Producer: Tarun Bali
DOP: Cherin Paul
1st AD: Dimple Soni
2nd AD: Akansha Bajaj & Chhavi Prajapati
Line Producer: Alpesh Zaveri
Production Manager: Sanket Bhansali & Fardeen Shaikh
Production Asst: Wilfred
Production Designer: Saugata Mondal
Costume Stylist: Nilofer Shaikh
DIT: Nikhil Jadhav
StoryBoard: Atul Rane
Accounts Manager: Rakesh Sharma
Casting Director: Sandip Ghosh
Talents: Kheya Chattopadhyay, Aarrian Sawant, Madhuri Bandiwdekar
Post Production:
Post Producer: Mithun Bangera
Vo Artist: Kopal Naithani
Editor: Jayant Tiwari
Grade: Vineesh Vijayan (Studio Skwer)
Online Artist: Raj Chaudhari
Online Studio: Prime Focus India
Music Director: Haroon & Gavin Pereira
Sound Engineer: Sashvat Suresh
Singer: Nupoor Khedkar
Sound Studio: Orbis The Studio
Office Help: Amit Sah, Kamti Subhas
