Urban Company - Choti Soch
What makes this campaign stand out is its bold take on everyday sexism in a way that relatable and thought-provoking. It doesnt preach but instead uses subtle humor and irony to highlight how outdated beliefs still exist in modern households. The use of Urban Company own professionals in the narrative adds authenticity and strengthens the brand commitment to inclusivity.
The campaign uses a strong storytelling approach, showcasing real-life situations where biases around gender roles come into play. It cleverly flips these expectations to make viewers question their own unconscious biases. The message is cleare�skill has no gender, and everyone deserves equal professional opportunities.
The campaign primarily targets urban households and working professionals who use or could use home services like beauty, cleaning, and repairs. It resonates with young, progressive consumers who believe in gender equality and value high-quality, reliable services.
TARGET AUDIENCE
About the
Campaign -
What makes this campaign stand out is its bold take on everyday sexism in a way that relatable and thought-provoking. It doesnt preach but instead uses subtle humor and irony to highlight how outdated beliefs still exist in modern households. The use of Urban Company own professionals in the narrative adds authenticity and strengthens the brand commitment to inclusivity.
Core Theme of the Campaign -
1. Challenges Stereotypes e� The campaign directly calls out gender biases in home services, making people rethink their "Choti Soch" (small-minded thinking).
2. Relatable Everyday Situations e� The storytelling focuses on common yet overlooked biases seen in Indian households, making it hit home for many.
3. Empowering Service Providers e� By highlighting the skills of its professionals rather than their gender, Urban Company strengthens trust in its services.
4. Subtle Humor with a Strong Message e� The campaign uses light-hearted irony to keep viewers engaged while driving home an important social message.
5. Visually Engaging & Realistic e� The ad doesnt feel staged; it captures real-world moments and reactions that feel genuine and impactful.
6. Urban Company as a Change Agent e� The brand positions itself as not just a service provider but a company that stands for fairness and equal opportunity.
7. Encourages Social Conversations e� The campaign sparks debates on gender roles in society, making it more than just an ade�it becomes a movement.
8. Aligns with Urban India Mindset e� The campaign resonates strongly with modern, urban consumers who value inclusivity and progress.