HOW
Do you change a status quo so ingrained, it's no longer even noticed?
A recent global survey by Ipsos held some sobering truths for Indian women.
64% of Indians are of the view that the role of women in society is to become good mothers and wives and they should focus mainly on the home front.
So on an occasion that’s filled with mushy advertising, Platinum Days of Love chose Valentine’s Day as a holiday to open a conversation about changing gender roles amongst urban Indian couples.
The Month of Love becomes the Month of Equals.
From equally splitting rent (finances are typically thought of to be the man’s domain) to being supportive of a male partner who wants to be a stay-at-home husband, each of the four films confronts and overturns a specific stereotype in Indian society.
what
did India have to
say to this?
"Platinum Days of Love has rolled out a powerful new campaign that celebrates couples who strive to be equal partners in every way."
- Business Standard
"The campaign is fronted by a collection of films that beautifully & meaningfully expressed this emerging resolve between couples to meet each other halfway."
- AdAge India
A campaign turns into
a movement
Across India, hundreds of couples started publicly vowing on Instagram to always treat their partner as an equal.
So on the occasion of Valentine's Day, amongst all of the talk of heart-shaped chocolates and candlelit dinners, we carved out room for an equally important conversation – celebrating not just love, but celebrating a partnership where both people feel valued as equals.
