| |
| Purpose
of the ad: |
|
To address the dipping
female sex ratio and empower
the birth of girl child
in the country
|
| |
| Storyboard: |
|
The campaign depicts three
real-life situations of
a rural household, a town
sonography clinic and
an urban dining room,
where the idea of foeticide
is shown in a very obvious,
expected sort-of-way as
if nothing is wrong and
that conversation of foeticide
is very normal and accepted
in social practice.
The
commercial of a sonography
clinic shows where a mother-in-law
is trying to coerce the
doctor into revealing
the gender of her pregnant
daughter-in-law’s
foetus. Like the first
film she is willing to
take steps to do away
with the child by any
means if it’s not
little “Krishna jee”
(Lord Krishna), i.e. a
boy.
|
|
|
| Client: |
| Ministry
of Women & Child Development,
Government of India |
| |
| Agency: |
|
Grey Group India |
| |
| Media used |
| TV,
Print, Digital, OOH |
| |
| Creative team: |
|
Malvika Mehra, Dushyant
Chopra, Saurabh Kumar |
| |
| Digital agency: |
|
Codered films |
|
