WORK FOR GOOD CUT - ONLINE VIDEO
SINGLE (2024)
WORK FOR GOOD CUT - ONLINE VIDEO (SINGLE)
JPG
MP4
3m:49s
Chhoti Soch? - Urban Company
Consumer Services
Shortlist
Title: | Chhoti Soch? |
---|---|
Brand: | Urban Company |
Product/Service: | Consumer Services |
Client: | Urban Company Technologies India Private Limited |
Entrant Company: | Superfly Films Pvt. Ltd. |
Agency: | Talented Webco Private Limited. |
Production Company: | Superfly Films Pvt. Ltd. |
Release Date: | 2024-03-01 |
Duration: | 03:50 |
Individual Credits: | Kopal Naithani - Founder/Director |
Individual Credits: | Binaifer Dulani - Creative |
Individual Credits: | Leena Gupta - Creative |
Individual Credits: | Shivani Gairola - Creative |
Individual Credits: | Vaibhav Pachisia - Creative |
Individual Credits: | Gautam Reghunath - CEO & Co-founder |
Individual Credits: | PG Aditiya - CCO & Co-founder |
Individual Credits: | Nabil Kureshi - Agency Producer |
Individual Credits: | Aakash Desai - Brand Strategy |
Individual Credits: | Karishma Changroth - Brand Strategy |
Individual Credits: | Producer: Tarun Bali |
Individual Credits: | DOP: Cherin Paul |
Individual Credits: | DA/AD: Dimple Soni |
Individual Credits: | PM: Fardeen Shaikh |
Individual Credits: | Post Producer: Mithun Bangera |
Individual Credits: | Editor: Jayant Tiwari |
Individual Credits: | Music Director: Haroon and Gavin Pereira |
Individual Credits: | Accounts Manager: Rakesh Sharma |
Individual Credits: | Line Producer: Alpesh Zaveri |
Individual Credits: | Online Editor: Raj Chaudhari |
Notes for Judging: | In a world run largely by men, it was only natural that women’s work, and working women were, and continue to be, denigrated, especially so in societies that are more patriarchal than others. Working women are often looked down upon, as if they have exceeded their limits. Even more so when the work they do supposedly challenges society’s moral codes. As a director, and a woman at that, the challenge was to frame all these elements – misogyny, moral shaming, empowerment, self-respect, womanhood, and above all, confidence – in an intra-family discussion that cuts across gender, age, family, and most important, occupation. The shame of the teenage brother from his friends’ mocking, the mother’s hidden embarrassment, the sister’s unapologetic attitude as well as her confidence and patience, all of this have been brought together in a narrative arc that places women’s empowerment at the top. The dynamic between the brother and sister also forces the viewer to re-evaluate their own perceptions of the work that women do. Instead of making the job male-focused, the gaze shifts to a woman-centric worldview of a masseuse’s profession. This shift reorients the viewer’s perspective a full 180 degrees. |