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Godrej Appliances wants to break gender roles this Children’s Day

The campaign highlights our conditioning of children with gender biases.

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MUMBAI: This children’s day, Godrej Appliances brings #LetsStartRight, a campaign questioning the prevalent mindsets in the Indian society in terms of set gender roles and emphasising the need to break free early.

The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases. 

Gender stereotypes are often formed at an early age, in our everyday set ups. Take the kitchen for example which is the birthplace for some awesome food but awful stereotypes, one being that the kitchen is meant for girls.

Conceptualised by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama but nudges us subtly to rethink.  

Godrej Appliances head of marketing Swati Rathi says, “Being in the home appliances space allows us to observe behaviour at home including how we shape our children. As our society still grapples with gender stereotypes like women must do the cooking, we felt the problem is best tackled if we start young. Children’s day seemed like a good day to share this point of view. We hope this simple campaign makes people reflect on the small unconscious ways in which we display our biases, reevaluate our ‘soch’ and our actions, and take small corrective steps.“

CreativeLand Asia chief creative officer Anu Joseph adds, “In this case, the brief made the film. The marketing team was ready with a bold and clear brief. We had to just write a little story around it. A strong insight is a great place to start. Gender inequality and biases are always passed down and a matter of nurture. The kitchen is a great place to start corrective action.”

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