Under the campaign two promotional films have been launched, urging women to share their story with their sons. The campaign also delivers a strong message ‘Don’t let what happened to you; happen to other women’.
Here Kalita shares her view exclusively with IndianMediaBook.
Which ad film grabbed your attention in past few days and why?
I was pleasantly surprised to see how someone was using mainstream media to create a conversation for social change. There are two films. Both showed a mother sharing her brush-with- sexual-harassment story with her teenage son. It’s a very simple idea, but it communicates volumes. The change of mind in the son in both the films – is very real, and hence convincing too.
If given a chance, what changes would you like to make into it?
If given a chance I would have made one of the films a little more edgy (read different) than the other. I would have touched upon the taboo subject of sexual harassment or exploitation within the family. Like the creators of the campaign say – sexual harassment in India’s male dominated society is way more deeply rooted and way more subtle, disguised. Every other person you meet will have a sexual-harassment-within-the family story to tell.
Did the advertisement make you want to buy the product?
It surely made me go to the campaign page, the NGO’s website and check all other content they have.
Humour and Emotions, what works most in India?
Both, actually. Provided we pitch it to the right audience at the right time. Research and statistics apart, it is fascinating to observe what works here and what does not. We are such a diverse milieu, exposed to cross cultural trends – that we can surprise the best of experts. I think its the pitch that matters. You can touch the right chord with your consumer with the funniest of films!
What three things should keep in mind while making an ad?
A.While making an ad film, I would begin with the acknowledgement that i am talking to someone who has absolutely no need to buy my product. He has zero interest in knowing how good my brand is. All he is concerned about is his own well-being and happiness. This helps me narrow my focus to arrive at the right premise. I would say, thumb rule number one is, respect his/ her freedom of not choosing to buy your product. So rather than telling your consumer that he needs your product, tell him what the product can offer.
B.Culture is important. Even if you are talking about change, it has to be relevant in a certain cultural context.
C.Simplicity of communication. Life is complicated enough, I won’t buy your product if you harass me with complicated communication 
Please give your last word for this ad and rate the ad out of 10.
#shareyourstory campaign is 100 per cent relevant, effective and it strikes a chord with all women. I will give 8 out of 10 to it.
