MAM
Report on Shemaroo

#MeToo: Taproot Dentsu & iDiva pay ode to the movement

Their digital film ‘Nip in the Bid’ puts the spotlight on the conundrum of reporting abuse

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/10/20/tsproot.jpg?itok=Ne0n0KYO

NEW DELHI: What started as an  exposé on the predatory behaviour of Hollywood film mogul Harvey Weinstein became a global movement as women took to social media to share their experiences of being sexually harassed with the hashtag 'Me Too'. The movement took the world by storm, with the hashtag acquiring different forms and meanings in different places; but the essence of the stories being told held a common note - of men in positions of power or trust, wielding their influence to take advantage of women and, in some cases, other men.

The movement highlighted how the culture of silence and complicity perpetuated a highly toxic and exploitative system where victims of molestation were afraid to come forward. ‘Me Too’ not only encouraged women to break this vice of silence, it also helped them heal and overcome.

Now, Taproot dentsu and women’s lifestyle community iDiva have come together to pay ode to the #MeToo movement through a powerful film that puts the spotlight on the conundrum of reporting abuse.

Read more news on Taproot Dentsu

The digital film titled Nip in the Bud shows an aspiring young woman, fresh out of college, going to meet a powerful tycoon. Her interactions with him quickly go awry as he intrudes into her personal space. The young woman initially gives him the benefit of doubt – perhaps he was treating her like his daughter. Until he crosses the line of propriety and begins to touch her inappropriately in earnest. When she puts a stop to this and attempts to leave, much to her dismay, he threatens that she would not make a career with this kind of attitude. The young woman goes into a café and tweets about the horrible experience. Here’s where the story takes a turn. Her tweet is read by a woman, who realises with horror that it was the same man who abused her years ago. In the end, the camera pans to show a photograph on the mantle where we see that the two women happen to be mother and daughter.

Taproot Dentsu Gurgaon creative head Titus Upputuru said about the film: “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the Bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story.”

Upputuru, who is also the writer and director of this riveting film, went on to say: “Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620295666730.jpg?itok=F729QMEI
Publicis Media appoints Linu John as client lead for Hero MotoCorp unit

New Delhi : Publicis Media's bespoke unit has named Linu John as the client lead for the Hero MotoCorp unit. The platform caters to integrated media offerings, that includes media planning and buying, along with providing content, analytics, and programmatic solutions for Hero MotoCorp. 

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620290340335.jpg?itok=emMrNzuJ
Glad U Came wins PR mandate for RichFeel

MUMBAI: PR and Influencer marketing agency, Glad U Came has won the PR mandate for the skincare and haircare solutions network, RichFeel. The Mumbai-based agency will oversee RichFeel’s media and brand enhancement duties and develop effective communication strategies to increase their public...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620287308537.jpg?itok=hE-qqwW8
Covid Care: Droom announces 1 cr budget to support fight against Covid

New Delhi: Stepping up to take care of its employees during the devastating second wave of Covid2019, AI-driven online automobile marketplace Droom on Thursday announced Rs one crore budget for its new initiative - Droom Cares.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/photogrid_plus_1620283155330.jpg?itok=JgqCLfpt
Publicis Worldwide India hires Radhika Burman as VP – strategic planning

NEW DELHI: Publicis Worldwide India has brought on Radhika Burman as vice president – strategic planning. She will be based out of New Delhi and will report into BBH-Publicis Worldwide India MD & chief strategy officer Sanjay Sharma.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/grapes.jpg?itok=APToBDnS
Streax Professional assigns digital duties to Grapes Digital

MUMBAI: Hair colour brand Streax Professional has assigned its digital AoR (agency of record) mandate to Grapes Digital, following a multi-agency pitch. The account will be handled from Mumbai’s office. As part of the mandate, the agency will be responsible for executing digital duties for the...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/06/xs.jpg?itok=VLbI6_3W
Doodle-icious: Amul celebrates regional leaders' wins in assembly polls with topicals

MUMBAI: Trinamool Congress supremo Mamata Banerjee was sworn-in as West Bengal chief minister for the third straight term Wednesday after she spearheaded her party to a remarkable victory in the recently concluded assembly elections.  2 May marked a jubilant day for regional stalwarts as along with...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/05/photogrid_plus_1620219039215.jpg?itok=AM2RqPNo
Gangs of Wasseypur trio now in the mustard oil business

MUMBAI: BL Agro Industries has roped in not one but three brand ambassadors to promote its mustard oil offering, Bail Kolhu. A new TVC made for the 50-year-old brand features the power-packed trio from the Gangs of Wasseypur movies – Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi and...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/05/photogrid_plus_1620209208753.jpg?itok=mw45lF9C
Accenture pledges $25 million for Covid relief in India

KERALA: Software giant Accenture has pledged $25 million (about Rs 185 crore) to support the Covid relief efforts in India. Additionally, the company will also give access to Covid vaccines for over two lakh eligible employees and their families in India.  "Safety and well-being of our people...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/05/mars_0.jpg?itok=KQqcXXHp
Mars Wrigley’s India biz elevates Varun Kandhari to director - marketing

NEW DELHI: Multinational confectionery maker Mars Wrigley has elevated Varun Kandhari to the post of director - marketing and customer marketing for India. He has been with the organisation for seven years, is based in the Gurugram office and succeeds Yogesh Tewari. Kandhari joined Mars Chocolate...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required