Television

Sony Sab set to challenge gender stereotypes with its latest campaign - ‘Sapno ka koi gender nahi hota’

The show will narrate a heartening tale about ‘un-gendering’ your dreams.

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MUMBAI: Sony Sab has been successfully bringing to the fore unique values-driven, positive and progressive content that not only entertains but also inspire audiences. Taking this ideology forward, Sony Sab has unveiled a new campaign around the thought, ‘Sapno ka koi gender nahi hota’ for its upcoming show Kaatelal & Sons. The campaign also features a video that challenges deep rooted gender stereotypes with a message ‘Khol Dimaag Ka Shutter’. The music video, starring show’s protagonists Jiya Shankar and Megha Chakraborty, is set to a foot-tapping number composed by Mayur Jumani who also features in it. Mayur Jumani is a popular music producer who has composed, mixed and produced for a range of projects and is also the man behind several viral mashups. The catchy lyrics of “Khol Dimaag Ka Shutter” take a cheeky spin to question clichéd notions of gender biases in careers and job roles.

Inspired by a real story, Kaatelal & Sons will narrate a heartening tale about ‘un-gendering’ your dreams. It brings forth the story of two sisters, Garima (Megha Chakraborty) and Susheela (Jia Shankar), who take on their father’s business of running a local men’s hair salon in Rohtak when adversity strikes. While their father, Dharampal, (Ashok Lokhande) believes that his ancestral shop, aptly named Kaatelal & Sons, cannot be passed on to his daughters since girls are not meant to pursue such a profession, the daughters are adamant on keeping the shop in the family and taking the business to new heights.

The campaign will see a 360-degree integrated marketing outreach through print, digital, outdoor, a strategic promotional plan with Paytm and Big Bazaar. A strong digital plan is in place to promote the show and a focused influencer outreach to spotlight the innovative music video – Khol Dimaag Ka Shutter.

Sony Sab marketing & communications head Vaishali Sharma said, "Kaatelal & Sons is a beautiful and true testament of Sony Sab’s forward-looking approach where we continue to offer shows that have hope and meaning. With Sapno Ka Koi Gender Nahi Hota campaign, we aim at challenging the deep-rooted stereotypes of gender roles in our society. We want to embody this promise not only through our on-air content but also through our marketing campaign that can be entertaining while raising some meaningful questions that can spearhead a change in people’s lives. Khol Dimaag Ka Shutter is a fun musical take on the concept of Kaatelal & Sons with a thought-provoking message. We are encouraging everyone to #ungender their dreams. "

Tune in to Kaatelal & Sons and watch Jiya Shankar, Megha Chakraborty and Ashok Lokhande, among others, starting 16 November, Monday to Friday at 7:30 pm only on Sony Sab

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