MAM

#LikeAGirl, is not an abuse

MUMBAI: ‘Like A Girl.’ When did those three words become an insult?  

This thought provoking question has been floating on various social media platforms for a couple of weeks now. Thanks to Procter & Gamble’s (P&G) new campaign, this thought is being heard loud and clear across the globe.

The campaign which has different phases on digital is supported with a power packed video filmed by P&G’s ‘Always’, a leader in feminine hygiene products with a market valuation of $3.4 billion.

Though the film might appear to look just like many other feminist-themed videos, there is a lot that it brings across the table. As part of the campaign, ‘Always’ has partnered with award-winning documentary filmmaker Lauren Greenfield to conduct a social experiment to illustrate how people of all ages interpret the phrase ‘Like A Girl.’

Wondering why this campaign?

On the official YouTube channel of P&G Lauren Greenfield, filmmaker and director of the #LikeAGirl video explained, "In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand. When the words 'Like A Girl' are used to mean something bad, it is profoundly disempowering. I am proud to partner with ‘Always’ to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine 'Like A Girl' into a positive affirmation."

The video has already been viewed over 29 million times on YouTube, shared approximately 300,000 times on Facebook and tweeted around 40,000 times on Twitter. According to various media reports, P&G spends about $10 billion annually on marketing in the US. Of this, 25-35 per cent is spent on digital.

This percentage of digital spends will soon get somewhere near in an emerging market like India. Last year P&G's Pantene released a digital video which was also championed by Facebook chief operating officer Sheryl Sandberg who showed how the same behaviour by men and women is viewed differently by the society.

With this campaign from ‘Always’, the company is taking a step further to strike social conversations and impressions for a good change.

Click here to watch the campaign

We at Indiantelevision.com, asked Indian creative fraternity of the challenges of creating campaigns on the digital platform and how much did the ‘Always’ campaign touch their hearts. 

“It is a brilliant effort“

According to Bang in the Middle managing partner and chief creative officer Prathap Suthan this particular campaign from P&G, shows how major advertisers in the world look at the criticality and importance of the digital space. And as usual, focus is in on universal insight.

“The fact that physical weakness is often attributed to ‘being a girl quality.’ It pries open a lot of areas. It opens up a conversation into giving girls more liberty, comfort, reality, and empowerment. It is a brilliant effort. It squashes down on the global habit of seeing a girl's natural and general lack of brawn as deficiency. Instead, the campaign applauds the differences, caliber, mettle and a whole lot superior attributes that only women possess.”

According Suthan the campaign hits the right chord. “It's a truth. Every girl, woman, daughter, mother, sister, aunt etc. will relate to it and so will all the men, especially fathers. I think it radiates a lot of optimism, positivity and reinforces confidence.  #LikeAGirl is one of the most common insults and demeaning expressions that have been going around until now. It has been used to not just debase and abuse women, but also used as an expression that's widely used to lash out at boys and men when they don't physically and even mentally push the bar,” says Suthan.

With #LikeAGirl now trending across the world, and with every woman synching with the thought, hopefully this will initiate and propel a movement to help women across the world gain even more confidence, stature, self-esteem and happiness mentions Suthan.  “We need that for a better, healthier and more peaceful world,” he says.  

Origin Beanstalk co-Founder Upendra Singh Thakur thinks in India, discrimination against girls starts at birth. It is way beyond than just making fun of ‘being like a girl’. “However, keeping the affluent consumer in mind that the brand caters to and the notion of silly being associated with girls, to me the brand has definitely hit the right chord and really made us think that in many ways, jokingly, we do tend to discriminate even though we don’t realise it,” says Thakur.

“If you are not creative on digital then it is criminal”

Curry Nation founder Priti Nair believes in the above statement. She says, “It is not being creative that is a challenge on digital, but it is how much more creative can you be. That is the real challenge. It is not your typical 30 seconder shot on location or set. It is an audition and the audition is the advertisement.”

“In the #LikeAGirl campaign everything lies in the music and the casting. It takes you through an emotional graph. I think it is really insightful and I love the way it is connected to the product. Most of the times you have lofty philosophical stuff floating for causes that does not really have any connection to the brand. But to connect confidence ebb and fall with puberty is excellent and also true. It is good to know that someone is thinking harder,” opines Nair.

Infectious director Nisha Singhania has similar thoughts about the campaign. She believes, “#LikeAGirl taps into a fantastic insight on how without realising it, we create norms on how girls and boys are supposed to behave. Often I've heard boys being told to stop behaving 'like a girl' as if it was an insult.” Since most clients want the campaign to go 'viral' Singhania thinks they buy braver work for the digital medium. 

“How I wish, this gets translated into different languages. Or it needs a global version with multi-cultural and multi-ethnic representation. There's so much truth going waste otherwise,” concludes Suthan.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/31/m-tech1.jpg?itok=ELaBTfCz
M-Tech increases links in tie-up with Bollywood

NEW DELHI: After creating a sizeable market share in the feature phone market and projecting to cross 500,000 pieces a month in this sector, mobile company M-tech Mobile has now tied up with 'horrance’ (horror romance) Saansein - The Last Breath. Earlier, M-tech Mobile Group joined hands with...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/31/ads.jpg?itok=ye_GDK7M
Misleading ads: Govt moots proposal to penalise celeb endorsers

NEW DELHI: “Strongly feeling” that misrepresentation of a product, especially a food product should be taken very seriously considering the influence of celebrities and high net worth individuals or companies, a Parliamentary Committee has proposed stringent provisions to tackle this as well as to...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_33.jpg?itok=NBkH0rUU
IndIAA Awards to be held on September 16

The India Chapter of the International Advertising Association (IAA), launched the IndIAA awards “for real creative advertising that was backed by real budgets” last year. Nominations for the second edition were invited and unprecedented number of nominations was received and reviewed.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_16.jpg?itok=TrdFQ3Nj
Nestlé India Launches CRUNCHILICIOUS MUNCH Campaign

MUMBAI: Nestlé India’s latest advertising and marketing campaign CRUNCHILICIOUS MUNCH, marks the celebration of renovation of the popular MUNCH wafer brand. While retaining its signature crunch, MUNCH has undergone a product renovation in recipe and process. To mark this renovation a new brand...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_8.jpg?itok=I36h_NZz
Third Content Marketing Summit Asia announced list of speakers

CMS Asia 2016 continues its tradition of delivering great content through a very unique set of experts & speakers year on year. As the event gets ready for its 3rdedition, the event organizers have released first list of speakers. This year experts from Facebook, Flipkart, Google, ScoopWhoop,...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_7.jpg?itok=14ddw5Hp
SmartCooky.com to champion #FitIndia campaign

NDTV’s e-commerce venture SmartCooky is happy to announce a strategic partnership with Glanbia Performance Nutrition, for India’s largest fitness drive, the #FitIndia Campaign.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_5.jpg?itok=OE7UOFbU
Asymmetrique wins the mandate for Nordusk LED

Asymmetrique has won the brand building mandate for Kolkata based Nordusk LED. Inspired by the Northern Lights of Norway, NORDUSK brings the very best of LED technology to India. Offering smarter lighting solutions, recognizing constantly evolving and changing consumer and community needs, and...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1_4.jpg?itok=SuGMXVNN
DDB Mudra Group makes senior appointments

The DDB Mudra Group has appointed 22feet Tribal Worldwide MD Vineet Gupta as its chief digital officer and, its planning head Aditya Kanthy as chief strategy officer. Gupta and Kanthy will be reporting directly to Group CEO & MD Madhukar Kamath.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/30/Untitled-1.jpg?itok=x358Q3q2
iProspect India gets Divya Ajitkumar as AVP Client Servicing

iProspect India, the digital performance agency from Dentsu Aegis Network, today announced the appointment of Divya Ajitkumar as Associate Vice President – Client Services. Divya, a digital marketing veteran, comes with a decade-long work experience. She will strategically complement iProspect’s...

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories