Her Way
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
https://www.youtube.com/watch?v=bMZEH_dVIwA
Product/Service:
Healthcare
Client:
Sri Kota Specialist Medical Centre
Brief:
We were tasked to develop a Deeepavali video which celebrates the meaning of The Festival of Lights. And we found a worthy cause in the plight of Indian women. Indian women have always taken the backseat when it comes to the limelight. Often, playing second fiddle to their husbands and other male family members due to societal and cultural conventions which are still evident here in Malaysia. While recent years has seen an increase of Indian women in the corporate and private sectors and as champions of social causes, there still seems to be a strong conviction in age old conventions which undermine their role in society. Unfortunately, we still hear phrases like 'œA woman's place is in the kitchen and with the children.' 'œA girl should speak less.' 'œThe best thing for a girl is to marry a successful man so that she can have a good life.' in many Indian households all over Malaysia.
Solution:
Sri Kota Specialist Medical Centre is located in old township of Klang, which has a significant Indian population. And a large part of their medical work force is represented by Indian women. Instead of focusing on the plight of Indian women, we took the opportunity to shed light on their potential through a curious and optimistic girl by the name of Devi. Devi defies archaic beliefs and conventions and follows her heart in all her endeavours, because of the trust and belief of those around her.
