MxMIndia

Category: PRODUCTS

  • The film has been directed by Saad Khan, founder and creative head of Centerstage

    Housejoy breaks the stereotype through their campaign ‘ShesTheFan’

    By A Correspondent

     

    As the cricket frenzy catches the nation by storm Housejoy, the leader in home services category in India, releases a video on cricket that show both men and women watching cricket. The difference is that they show women enjoying cricket in their own style. In the ad, women are seen enjoying beauty services at their home while watching cricket.

     

    The film has been directed by Saad Khan, founder and creative head of Centerstage.

     

    Nikhil Kumar, Head of Marketing-Housejoy says, “Being the leader in beauty services at home, we have received many requests this season. Women love to order our beauty services and get pampered at home while watching cricket with friends/family. Strangely this insight has never been showcased on any cricket ad or spots who mainly reflect it as a game only viewed or enjoyed by men of all ages across the country. Since IPL is the flavour of the season, we decided to feature this unique consumer insight in this video”

     

    Talking about the film, Saad Khan Creative Director at Centrestage says, “Women enjoying cricket hasn’t been depicted before and with this film we really wanted to celebrate women. We have tried to bring an emotional aspect to the film and show the love of cricket from the nation. It was great to work with these lovely bunch of ladies who really know how to have fun”

     

  • The campaign comprises a film that focuses on how most often the pressure to be fairer really begins at home

    Banjara’s bets big on natural skin colour in latest campaign

    By A Correspondent

     

    To enhance it’s positioning of being known for its natural range of hair and skin care products, Banjara’s supports a movement against colour bias in India titled “#proud of my colour”.

     

    Commenting on the communication objective behind the new campaign, Ramesh Vishwanathan, Managing Director, Banjara’s said, “We wanted to change the perception that fair skin does not mean beauty. A woman should feel gorgeous in her natural skin color. The focus of skin products should be on healthy skin and not skin lightening. The highlight of this short film will be to educate people to get over their unhealthy obsession about fairness.”

     

    The campaign comprises a film that focuses on how most often the pressure to be fairer really begins at home. It captures the concerns and apprehensions that older family members have about skin colour, especially when it comes to their daughters and marriage. Many things both desirable and not so desirable start at home says Prabhakar of India/2 who scripted and directed the film meant for a largely internet audience. If we ever wish to beat this bias, it has to start with giving our children the confidence to blossom into talented, beautiful people who can stand up to such bias, rather than blame society and perpetuate this stereotype.

     

    A second film that captures the affinity of advertisers both large and small to only portray fair girls in their advertising is next on the cards. It will take on the need to look beyond colour at talent and achievement, and for that matter at the need to see beauty itself beyond color.

    Sharing his views on the creative thought process, Krishna Mohan, India/2 said, “We learnt a lot from the movement against colour bias that we launched #proudofmycolour. We built a community of almost 2 Lakhs in a period of just 4 months. And the support we got from our “mavens of colour” be it the girl next door (in their hundreds) or celebrities like Padma Lakshmi, Radhika Nair, Nidhi Sunil has been astonishing.”

     

    The music composed by Dr. Divakar Subramaniam is built around the theme; you can’t judge beauty by colour, and specially created to enhance the desired message. The film has been shot by India/2 Productions and will play on prominent online mediums and cinemas as part of its outreach plans. The strategic promotion of the film on the internet has been crafted by Manish Sinha and Arvind Jha of Pariksha Labs.

     

  • The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them

    Treat imperfections from within, says new campaign by Kamdhenu Paints

    By A Correspondent

     

    GREY group India has launched a new television commercial for the brand, Kamdhenu Paints. Launched in the year 2008, Kamdhenu paints is the paint vertical of Kamdhenu Ispat Limited. It is available in a wide range of decorative paint products amongst others.

     

    The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them. The campaign extends from an inherently Indian insight where most of us indulge in quick-fix cover ups rather than finding proper solutions. If there’s dirt on the floor, we often cover it with a rug. A mark on the wall is often hidden by a portrait. A stain on the couch is often accounted for by flipping the cushions. We’ve all at one point or the other indulged in something similar. Kamdhenu Paints offers customers to make an informed choice to beautify wall surfaces of their homes, offices and other premises through the attractive and wide range of color shades offered by them.

     

    “In a category obsessed with swirls, mosaics and textures, the campaign re-purposes paints in the minds of the consumers. Paints are not just meant for beautification. They are equally responsible for rectifying and improving the condition of the wall they’re used on,” Varun Goswami, Executive Creative Director, GREY group India

     

    The campaign line, ‘Chupao nahin sudharo’ propagates the message of finding solutions over a superficial cover-up. The campaign features a TVC, supported by press, radio and on-ground & digital activations.

     

    “In a category where the top three brands have huge ad spends, it is very easy to get drowned by sticking to the category codes. For a challenger brand, it is very important to have a perspective that is differentiated and manages to make its mark with a very limited spend. Chupao Nahin, Sudharo retains why paints are primarily used and links to the larger social context.” added Samir Datar, Vice President and Office Head, GREY group India, Delhi.

     

  • The campaign Insight is based on extensive qualitative and quantitative research including in-depth customer interviews

    Pepperfry unveils latest campaign promoting prominent features

    By A Correspondent

     

    Pepperfry has taken on the task of expanding the online furniture category through its new 360o marketing campaign. The campaign comprises three creative executions which will be aired on television, across digital video channels and in multiplexes. Pepperfry’s outlay on this campaign is expected to be above Rs.10 crore.

     

    Pepperfry staff (including the founders and CXO’s) regularly deliver furniture alongside the delivery teams to understand customer purchase behaviour and the needs of Indian householders. The campaign Insight is based on extensive qualitative and quantitative research including in-depth customer interviews.

     

    The customer insight behind Pepperfry’s new campaign is that getting furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Customers who have gone through the process of getting furniture made at home have been through these issues but those who haven’t undergone the experience of getting furniture made at home vastly underestimate the issues involved while often over estimating the perceived benefits.

     

    Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience. Over the past five years Pepperfry has processed more than 3 million customer shipments from its highly curated merchandize range of over 1 Lakh furniture and home products. As Pepperfry works directly with small and medium sized businesses who manufacture the products themselves, it is able to provide great value affordable options across all price segments.

     

    Commenting on the objective of this campaign, Kashyap Vadapalli, CMO Pepperfry, said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

     

    Talking about the insight and idea, Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi explained; “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

     

  • The TVC captures the product proposition and promise of 'extending the life of your teeth', which is delivered through 10 potent herbs

    Himalaya unveils new campaign for its toothpaste brand

    By A Correspondent

     

    The Himalaya Drug Company has launched a new TVC in Hindi for Himalaya Complete Care Toothpaste, its variant that promises long term oral care.

     

    The TVC captures the product proposition and promise of ‘extending the life of your teeth’, which is delivered through 10 potent herbs like Amla and Pomegranate, known for their rich antioxidants. The tag line ‘Jeetey Raho’ creatively brings to focus the need for long term oral health and hygiene.  Well known TV personalities, Ravi Dubey and Nia Sharma, star in the TVC, and bring the communication to life in a fun way.

     

    Starting with the Hindi speaking markets, the TVC will subsequently be released in other languages too.

     

    Sushil Goswami, Category Head – Oral Care, The Himalaya Drug Company said, “Consumer research findings showed that while consumers are aware of the impact of our fast-paced lifestyle and changing food habits on overall health and wellbeing, they are not particularly concerned about how it impacts the long term health of our teeth. We used this insight to build on our communication.”

     

    He adds, “When we want to stay healthy and fit, we do things differently – exercise, eat well and suchlike. Through this TVC, we want to communicate the message that we need to take active steps to ensure the long term health of our teeth, including choosing a product capable of delivering that promise. Our Complete Care toothpaste is a wonderful product, packed with         herbal ingredients, that delivers oral wellness, extending the life of your teeth. With this new TVC we hope to double our sales in the Hindi speaking markets. ”

     

    Rajesh Krishnamurthy, Business Head-Consumer Products, The Himalaya Drug Company said,   “The Oral Care category has evolved over the years and the Multiple Benefit segment is one of the fastest growing segment. There is also an increasing preference among consumers for Natural / Herbal propositions providing a long term Healthy Mouth. This new communication is intended to make consumers re think their Oral Care habits in view of the Life Style challenges.

     

    “The creative of this TVC taps into the cultural trend of people getting health conscious, which hasn’t necessarily translated into conscious oral care that ensures healthy teeth in the long run. Jeetey Raho is a universal Hindi phrase that anyone who’s ever been blessed is sure to know. Now re-imagine that phrase in the context of teeth and gum health. This creative hook paved way to drive home the benefit of a hard working product in a memorable and entertaining way.” said Ganga Ganapathi, VP, Soho Square.

     

  • The campaign thought is based on the basic premise of one setting aside a goal or dream that they can achieve in the future

    ICICI Prudential unveils print campaign to promote new MF offering

    By A Correspondent

     

    ICICI Prudential has launched its latest campaign titled ‘Whats Your Number’. The campaign thought is based on the basic premise of one setting aside a goal or dream that they can achieve in the future. Be it buying a house, creating a corpus for their retirement or for their child’s higher education. All these goals or dreams have a number. This number is the financial value of their goal or dream. Consumers work hard throughout their life in order to reach this number. Everyone’s number is unique. What is important is that there is a finite amount of time which anybody has to achieve this number.

     

    The campaign is based on the insight that to achieve one’s financial goals and dreams, the consumers have finite time. While investing for the future the consumers do not take into account the future-cost or inflation. The amount of investments they make, might not help them achieve their number in totality. Hence, there is a need for a financial instrument which helps them prepare their investments keeping mind the future cost. Consumer’s start their SIP but stop it after a while because the returns are not enough or to their liking. Consumers when creating wealth also seek instant gratification. Even if, they continue their SIP, they do not increase the amount, though their income continues to increase year after year. This incremental income is frittered away in their lifestyle expenses.

     

    The consumers therefore need to be informed that wealth creation is a long term game. This long term needs to be made tangible for the consumers. SIP TOP-UP method of investing in mutual fund, takes into account all the three factors viz. firstly, consumers have a financial number to achieve, secondly, they have a finite time to achieve it in and thirdly their instant gratification has to be tempered by making the benefit tangible for them in terms of a finite time frame.

     

    The print ad asks a pertinent question to the consumer i.e. “What’s Your Number?” The visual of ‘Starting SIP Amount/Month’ helps the consumer understand that he can start with a small amount which will not burden his current lifestyle. Further in a period of 20 years he can accumulate a sizeable amount. The print creative gives an example across three amounts viz. Rs.1 Crore, Rs.3 Crore and Rs.5 Crore. This helps the consumer gain wider perspective of how much he would need to invest now, in order to reach a higher amount in the future. It is also very important for the consumer to note that he needs to TOP-UP his SIP annually and it is through this SIP TOP-UP he would be able to achieve his number and thereby his life-goal or dream.

     

    The lead medium for this campaign is print with all editions of TOI and ET, and has a regional boost through Maharashtra Times, Vijay Karnataka and NavBharat Times. This campaign has further been amplified on-ground through collaterals, one-pager and a SIP TOP-UP calculator and on digital media through display advertising, search marketing, email marketing and social media. The website features this campaign on the home-page which links to a SIP TOP-UP calculator that gives the customer the power to calculate his number and gain a deeper understanding of how he could go about achieving it. In order to seed the thought further, the campaign will also go live on our customer experience touch-points such as IVR, SIP Renewal Forms etc.

     

  • Directed by Rajkumar Hirani, the new ad campaign features Kangana Ranaut

    MebelKart rolls out new ad campaign

    By A Correspondent

     

    MebelKart, leading online furniture marketplace launched a new ad campaign across TV and digital platforms. The TVC featuring Kangana Ranaut showcases the “Ease of Buying Furniture” through their mobile application and getting them home delivered in one click.

     

    The campaign has been conceptualized by Rajkumar Hirani Films, AskMe and MebelKart team. The idea behind this TVC is to create a space in the furniture category highlighting the ease of buying furniture by just sitting at home and ordering. The story is told from the perspective of a tech-savvy new age girl who uses technology to her advantage. She convinces her strict father and hoodwinking him that she was looking for furniture the entire day in her own impish way.

     

    Speaking on the occasion, Rahul Agrawal, Co-founder and CEO, MebelKart said, “There is a huge problem of service, warranty, design availability, cost effectiveness and brand absence in furniture market which is primarily unorganized. Our aim is to remove these hassles through technology and speed its growth by focusing on mobile sales, augmented reality-based app and the services market.”

     

    “Home furniture market of India has observed a steady evolution over the past decade with a shift in customer perception to choose organized brands instead of developing furniture products from carpenters. The increase in knowledge about designs, wood materials and pricing schemes has propelled the Indian customer to choose more branded products.” said Manav Sethi, Group CMO & Head Digital Strategy, AskMe.

     

    AskMe holds a majority stake in the online furniture marketplace MebelKart. With furniture being available at AskMe.com now, one does not have to travel around to choose their furniture, instead all they need to do is browse through the wide range of furniture at AskMe.  This is precisely what the advertisement suggest, with added flavor of Kangana’s acting skill.

     

    Karan Narvekar, Creative Director said, “Our interpretation of ‘Ease of Buying Furniture’ was quiet interesting and the campaign is completely based on hassle free shopping experience starting from search to the delivery of the product. It reflects the idea of designing every home in India at the most affordable prices with best services.”

     

  • Calls out customers to stop wasting their benefits under traditional postpaid plans that offer pre-set benefits that never get fully utilized

    Airtel’s new postpaid campaign urges customers to ‘Waste Nothing’

    By A Correspondent

     

    Sasha Chhetri, the Airtel 4G Girl, is back once again and this time she is telling customers to stop wasting the benefits that come with traditional postpaid mobile plans and move to Airtel MyPlan to get the best value for their monthly mobile spends. The ad, crafted by Taproot, is currently on outdoor, print and radio. A television version may happen soon.

     

    Commenting on the launch of new marketing initiative, Srini Gopalan, Director – Consumer Business, Bharti Airtel said, “Airtel MyPlan is designed to simplify the postpaid customer experience and offers them the flexibility to create their own plans. The new campaign is based on a simple consumer insight – that a lot of postpaid mobile users end up with plan benefits that they never fully utilize and end up wasting these benefits month on month. MyPlan addresses this problem by giving customers the freedom to choose what they actually need in their postpaid plans and gives them absolute value for their spends by eliminating any wastages.”

     

    With traditional postpaid plans offering pre-defined voice/data/SMS benefits, customers end up wasting some of these benefits as their actual usage/requirements may be very different.

     

    Some benefits include customers have the flexibility of changing their MyPlan whenever they want – if they are going for a vacation, they can always switch calls to data so that they have ample data to navigate, find the best restaurants or just upload vacation pics in real-time. Again, helps optimizing phone bills every month and waste nothing.

     

    Not just that, under the plan, customers can also share the extra benefits with their family by getting one member connection at a nominal rate of Rs. 199/year. No separate rental is charged for the member connection.

     

  • The campaign is in line with the TataCLiQ.com phygital philosophy i.e. will be driven across the online world, mobiles and partner brand stores

    It’s a ‘#SureThing’ for TataCLiQ in its latest campaign

    By A Correspondent

     

    TataCLiQ.com unveiled its advertising campaign titled ‘#SureThing’. The digital campaign centered on a camel as its unlikely protagonist, stems from the fact that everything one buys on TataCLiQ.com is a C.A.M.E.L i.e. Certified Authentic Merchandise Everybody Loves. A delightful, witty, quirky take on online shopping, the campaign focuses on TataCLiQ.com’s USP of being the #SureThing in shopping. The camel acts as a surrogate for the authentic, exclusive products and brands sold at TataCLiQ.com – be it apparel, electronics or footwear. The campaign is in line with the TataCLiQ.com phygital philosophy i.e. will be driven across the online world, mobiles and partner brand stores.

     

    Divided into three announcer films, the videos highlight the care and effort taken by the TataCLiQ.com crew in curating, checking and getting the camels ready for consumers. The main film depicts a range of products from different categories in a consumer’s life thus bringing alive the benefit of buying a C.A.M.E.L from TataCLiQ.com. Further amplified with a sticky sound tattoo, “Get the Oont”, the catchy jingle boosts the memorability and creative message across the films thus maintaining brand recall across executions. The camel stamp adds a simple yet effective semiotic cue that reiterates the genuineness and authenticity of the brands and experience offered by TataCLiQ.com. Targeted at consumers who are unsure and tired of sifting through endless listing of products of unknown brands, doubtful about their quality and authenticity, the creative campaign aims to deliver the brand message of curated, genuine brand forward shopping experience.

     

    “In a category cluttered with product forward, sales, discount advertising or high end fashion and lifestyle imagery that is indistinguishable from one brand to the other, we chose to tell a quirky tale using camels and associating them with the guarantee of finding authentic and genuine products at TataCLiQ.com. The incongruity of camels in the place of products – being groomed, packed and shipped, delivered and actually put in use by shoppers makes for strong visual disruption and extremely clutter breaking story telling. As a digital-first brand, the digital medium is home turf, and appeal to digital natives, paramount. We believe our C.A.M.E.Ls will find favor in whichever medium they roam, and whichever topic they talk about. In the immediate future we see our C.A.M.E.Ls going #Phygital and conquering the worlds in physical (stores) and digital (online) spaces.” added Prathyusha Agarwal, Head – Marketing, TataCLiQ.com.

     

    TataCLiQ.com understands C.A.M.E.Ls, whatever their breed and is committed to bringing only the best for its customers. And buying a C.A.M.E.L on TataCLiQ.com is easy, because they are “Real Good Brands at Feel Good Prices” that have been carefully curated making shopping with TataCLiQ.com a #SureThing

     

     

     

  • The Shattering Perceptions campaign aims to tap the core customer focus groups

    Chevrolet India unveils new ad campaign for Beat

    By A Correspondent

     

    Chevrolet India has launched a new campaign for the Beat with a concept of ‘Shattering Perceptions’ to tap their target customers. The new campaign will also align with the main attribute of the car ‘Fun to Drive’.

     

    The Shattering Perceptions campaign is a completely innovative way of presenting fresh compelling content through real life situations which are authentic – this has been done with real people, not actors. It provides people a completely new rationale to think about cars in a different way. With this completely new experiential consumer campaign, we aim to shift perceptions and create a positive impact based on what consumer really seeks in a car.

     

    Jack Uppal, Vice President Marketing & Customer Experience, GM India said, “We are proud to introduce the new campaign for the 2016 Chevrolet Beat this month with a concept of ‘Shattering Perceptions’ to tap our core customer focus groups. The Chevrolet brand holds strong product attributes based on technology, power and dependability that would definitely create a positive impact. This is the perfect kind of setting to correct the difference between the brand and the people’s perceptions of it.”

     

    The Beat is a small car at the entry level – the first car for most buyers. In this segment, most people look for fuel economy, maintenance, interior space and most importantly a fun to drive Car. The Beat scores very well on all of these. In addition to being a fun car to drive it has outstanding modern design, quirky door handles, icy blue illumination inside, and Intelidrive technology that makes for great handling and driving fun in all conditions.

     

    The new campaign approach for Beat seeks to get people to re-evaluate the category itself. Three long-format films have been developed that get people to realize that while we tend to evaluate cars on ‘practicality- based’ factors, cars in that segment are, in fact, actually about fun.

     

    Created and executed by Commonwealth and the media partners Carat, Shattering Perceptions was rolled out in the US market a couple of months ago, to correct the people’s perceptions of the brand. To begin with, in December 2014, Chevrolet in the US faced a strange situation. A survey showed that a large majority of the respondents did not have an excellent opinion of the brand; many in fact did not even consider the brand when they were purchasing a new car.

     

    The new campaign comprises of a 360 degree approach which is led by Mobile and Digital medium. OOH Media, Cinema and Television will remain an integral part of the campaign.

     

     

     

  • Aims to raise awareness amongst consumers about quality of spices

    Tata Sampann Masale rolls out new campaign

    By A Correspondent

     

    Tata Sampann launched their new campaign for Tata Sampann Masale titled ‘Aaj ka masaledar sach’. Aimed at raising consumer awareness about the quality of spices, the campaign features celebrated Chef Sanjeev Kapoor and introduces consumers to the hard truth of how common market spices are drained of their natural oils and colors, and are not sourced from the right place of origin, which hampers taste, color, and flavor. Tata Sampann Masale aims to recreate the authentic taste and aroma of Indian food, and the latest campaign carries the brand’s philosophy forward that natural goodness is the way to go for a healthy, balanced life.

     

    ‘Aaj ka masaledar sach’ is a 360 degree integrated marketing campaign that uses print, TVCs, social media, radio communication, as well as out-of-home activities to engage with the consumers. The first two TVCs of the campaign went live this week, reiterating how natural oil retention and sourcing of spices from favorable terrains influence the taste and flavor of food. The outdoor activation of the campaign targets housing societies through the branded van ‘Masaledar sach Express’, and through social media content and digital videos, the campaign seeks to engage with its consumers. In addition to educating consumers about various aspects of selecting spices, ‘Aaj ka masaledar sach’ campaign also highlights how ‘sarvagunn sampann’ Tata Sampann Masale retains its natural oils and color because of its sourcing from the best farms in Kerala, thereby, bringing good health and wellness to its consumers. Chef Sanjeev Kapoor lends his culinary expertise to the campaign and is the face of the TVCs, print and radio ads.

     

    Talking about the new campaign, Sagar Boke, Head – Marketing, Consumer Products Business at Tata Chemicals Ltd., said, “The real flavor of food stems from the spices used while its preparation. In fact, authentic flavour goes deeper into the origin and quality of good, natural spices which have been proven to retain distinct health benefits. Our campaign, ‘Aaj ka masaledar sach’ aims to engage consumers and bring to their attention how important it is to use masalas which have their natural goodness intact for healthy living. The campaign employs multiple consumer touch-points and have been created with visuals and required effects to deliver this message. With Tata Sampann Masale, we aim to provide consumers with authentic spices that add rich flavor and aroma for authentic Indian cooking.”

     

    Uniquely developed with pure, fresh, and authentic ingredients by brand ambassador Chef Sanjeev Kapoor, the blended Tata Sampann Masales come in a 5-in-1 pack where each 100 gram pack is further bifurcated into 5 packs of 20 grams each, to preserve its aroma, taste and color, thus keeping their ‘goodness intact’. The offering comprises of ten products ranging from everyday spices, such as chilli and turmeric powder, to specific blends such as ‘dal tadka masala’ and ‘punjabi chole masala’, which have been specially formulated to delight consumers’ taste buds and deliver the authentic flavor of each dish. Sourced from regions where climate and terrain benefit its natural flavour, the Tata Sampann Spices retain their naturally available volatile oils, giving fuller aroma and taste.

     

  • Strengthens its stance on equality in every aspect of life

    UrbanClap launches ‘LGBT’ campaign

    By A Correspondent

     

    UrbanClap has announced the launch of its ‘LGBT’ campaign, championing their cause for the greater good of the community as well as the society. Known for its stance on social issues like women empowerment and education, UrbanClap strongly felt the need to come out in support of the LGBT community in India, promoting their right to love anyone they want – irrespective of Caste, Creed, Religion, or Gender. With this campaign, UrbanClap supports the right to love anyone you choose.

     

    As part of this campaign, UrbanClap has tied up with a Delhi-based startup agency called Ufaan, which has worked on a number of social films in the past. Together, they have launched a short film titled ‘Show your Love with Pride’, which portrays a father’s struggle to accept his daughter’s relationship with another woman. With her supportive mother, the daughter proves to her father that her love is genuine, via a photoshoot organized by UrbanClap. The photos of his daughter makes him realize the dynamics of modern day relationships and reminds him of the barriers he had to counter in his interfaith marriage. This realization leads him to believe that love has no boundaries and finally accepts his daughter’s relationship.

     

    Commenting on this empowering initiative, Abhiraj Bhal, Co-founder, UrbanClap said, “We at UrbanClap are a simple bunch of people. We believe that everyone should have the right to love whoever they want to as it’s the most basic human right. We firmly stand with the LGBT community in India as they fight for their equal rights in the eyes of law, or society. Our past efforts with the NAZ foundation, and this film, are very small gestures towards furthering the cause of the LGBT community.”

     

    The social film is an attempt to make people realize that love has no boundaries and should be accepted without judgment.

     

    To further the impact of this campaign, UrbanClap is offering to sponsor 5 photoshoots across the country for any same sex couple who wish to opt for this service. They can easily reach out to the team at UrbanClap through its Facebook or Twitter channels. UrbanClap promises to maintain all confidentiality if that is what the participants wish for.