Grey Group India’s most popular and creative campaign for Gillette #theBarbershopGirls has been awarded the Laadli award for ‘gender Sensitivity 2020’ by the population first in association with United Nations Population Fund Award.
The awards, in their tenth year currently, are one of its sort grants that honor, perceive, and commend the endeavors of those in media and promoting, who feature sexual orientation worries through their work.
The campaign perfectly tended to the gender generalizations predominance in Indian rural areas. There a male is involved in everything outside the house – cultivating, working, bringing in cash; ladies are confined to home and hearth, Cooking, cleaning, and kid raising are the only allowed jobs for them.
Sandipan Bhattacharyya who is the Managing Director and Chief Creative Director of Grey India stated that it was amazingly satisfying to see the social effect of this campaign. Gillette for quite some time has been a notorious male brand, urging men to be simply the best form.
He added that in India they needed to accomplish something exceptional for the brand – Celebrate ladies as the good examples who might inspire the men in the upcoming years. And also said that it was great that this convincing perspective keeps on starting discussions around breaking the chains of male-centric society.
The campaign features two barbershop young ladies, Jyoti-18 years and Neha-16 years from the town of Banwari Tola in UP, and an eight-year-old kid whose musings are summarized from all that he observers around him as he sees how jobs are gender-based in his surroundings.
At the point when the boy goes with his dad to a barbershop and sees two young girls prepared to shave his dad, the kid is perplexed and asks his dad for what reason those girls shave men’s hair. His dad paused for a moment and replied that the razor will not see whether it is a girl or a boy.
The film at that point moves to the two sisters Jyoti and Neha, demonstrating how they have broken the gender stereotypes found in Indian towns by running their dad’s barbershop.