~ Kolla Krishna Madhavi
The recent ad of Comfort After Wash Fabric Conditioner, a leading product worldwide in this space is a great example of how advertisements can be simple, but very effectively put across a multi-fold communication. The ad shows a regular household, with a mother and her two children, a son and a daughter. The young boy has a typical social conditioning that doing laundry is a woman's job.
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| Comfort After Wash Fabric Conditioner Image Courtesy: Social Samosa |
Purposefully addressing this, the mother seeks the boy's help to open the bottle lid (predictable so far), but gets her son involved in the washing process (from where things change). She then tells her son that the process is simple, useful, but why only his sister...he will learn to wash clothes too.
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Comfort After Wash Fabric Conditioner
Image Courtesy: Amazon.com
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The tagline, "Chota Step, Badi Baat" is two-pronged: it stems from the product proposition of Comfort and indicates how easy it is to take extra care of your clothes, but once you view the ad, the catchphrase takes on another, subtler meaning - it equally highlights that washing clothes is not a 'gender-bound' chore.
This ad drives home the fact that a commercial can effectually convey a product's branding message while still seamlessly trying to break gender stereotypes.
A wonderful step by the HUL and O&M teams toward blending a progressive and highly impactful social message on gender sensitivity with the commercial...one of the best ads on currently!
A Small Step Can make a Big Difference!
HUL's Comfort Fabric Conditioner
Source: HUL, Ogilvy & Mather
Video Courtesy: YouTube, Comfort After Wash - A small step can make a big difference!
Resources:
https://www.hul.co.in/brands/home-care/comfort-fabric-conditioner.html
http://bestmediainfo.com/2017/09/comfort-breaks-gender-stereotypes-takes-a-small-step-to-send-a-big-message/
http://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/a-boy-is-inspired-to-wash-in-huls-comfort-ad-170907
https://www.socialsamosa.com/2017/09/hul-chota-step-badi-baat/
http://www.afaqs.com/news/story/51259_afaqs-Creative-Showcase-Now-HUL-de-genderises-laundry
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The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same.
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same.
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