Ahead of 76th Indian Independence, ANUDIP FOUNDATION, a non-profit social enterprise working towards socio-economic development since 2007, released their ad film highlighting unconscious biasness. The campaign has been made in the form of a social experiment, involving 15 men and women of different age, background and professions.
In the beginning of the ad, the participants were asked to answer a simple question. They were initially being narrated a story about Mr. Sharma’s only child –joining the Indian Army. Each of the participants were then asked to provide two pieces of advice to the new soldier.
All of them diligently answered the significance of the job-role, “Mr. Sharma’s son” is getting into while joining the Indian Armed Forces. Later the campaign reveals that Sharma’s child as a she, reaffirming the significance of challenging unconscious gender bias that most of us delve into, without realizing.
Watch the film here.
This brand-film captures the reactions of the participants who were surprised, upset and some even apologetic on assuming Sharma’s child as a son; and not questing the gender to the host. Released on the company’s social media channels later Monday evening, this ad found its own set of followers, with many saying how this has been an eye-opener.
ANUDIP FOUNDATION’s Independence Day Brand Film Mr. Sharma’s child– is winning hearts, seeking to encourage the viewers to separate gender from job-roles, statuses and any form of stereotyping.
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