MUMBAI, INDIA, June 9, 2017 – Hungama Digital Services (HDS), one of India’s leading full-service digital advertising and promotion marketing agencies, bagged an elephant for its campaign #MyDaughterWill at the 4th edition of the Kyoorius Creative Awards 2017.
Presented by Colors and powered by The Times of India, the awards night was held at DOME@NSCI, in Mumbai on June 2nd.
The campaign, conceptualised by JWT India, and brought to life on digital by Hungama Digital Services, won the Colors Award for Social Impact in the category ‘Advertising and Marketing Communications – Not for Profit.’
The campaign spearheaded by Haiyya, an NGO that believes in the power of people, rolled out this initiative to bring about a social change. The digital campaign focuses on giving daughters the same rights, as sons, to perform a parent’s last rites.
Watch the campaign video here: https://youtu.be/JRct2QeE0R0
Commenting on the win, HDS’ CEO & CCO, Carlton D’Silva said, “You know you are doing something right when you win accolades for doing something good. The campaign aims at breaking the age-old myth prevalent in Indian society that daughters cannot light their parent’s funeral pyre. The campaign was conceptualised by JWT Mumbai and our task was to bring it alive on the digital platform, engage in a debate and garner a substantial share of voice behind the truth. The campaign has been quite a success with people reaching out to us through social media to enable them to promote the cause in their own way. We are glad to have won in a category that holds true for the purpose behind the campaign and Kyoorius being a platform that acknowledges and honours the best of the creativity, it certainly motivates us to do better with every win.”
Aprajita Pandey, Founding Director of Haiyya said, “Women have been fighting their battles across all religion and sects, either by questioning the status quo or at times by negotiating and carving their own spaces. There are many boundaries broken and many more to be broken to secure a dignified, equal and safe place in our society. #MyDaughterWill was ideated to bring an unsaid and unquestioned ritual at the forefront. Being a grassroots campaigning organization that mainly works with women and youth, Haiyya believes in listening to the community to bring out stories that can drive action. People will be motivated to act only when they connect and experience the problem.”
“Gender discrimination is not always obvious. Sometimes it crops up in the unlikeliest places and times. For instance, among Hindus, only a son, not a daughter is supposed to perform the last rites of a parent. J Walter Thompson’s campaign ‘My Daughter Will’ aims to make it as commonplace for a daughter to perform the last rites as it is for a daughter. We did this by creating a website in which we shared touching, real stories of daughters who were either prevented from or questioned when they wanted to perform the last rites. These stories ignited many more. The website also had a sample will that parents could replicate to ensure that nobody would prevent their daughter from performing the last rites. The campaign has touched an emotional chord in people and support for it on the website has already crossed the 5,50,000 mark,” quoted Nandita Chalam, Senior VP & ECD, J Walter Thompson.
Along with the #MyDaughterWill campaign, one more of HDS’ campaign titled ‘The Pawsome Pedigree Programme’ is an ‘in-book winner’ and a recipient of a Baby Elephant. The campaign features in ‘Use of Direct Media’ category.
Watch the campaign video here: https://www.youtube.com/watch?v=HEabacNqp9s
About Hungama Digital Services
Hungama Digital Services (HDS), one of India’s leading full-service digital advertising and promotion marketing agencies, is part of the WPP Worldwide group with 51% stake by JWT Singapore. We offer a gamut of digital solutions ranging from creative and promo marketing services, viral marketing campaigns, social media and mobile marketing to applications, websites and video services.
Our clients include number of Fortune 500 companies across different industries and verticals. Over the years, we have launched over thousands of mobile and digital campaigns for more than hundred brands globally like Mahindra, Unilever, Microsoft, Intel, Tata Sky and Godrej, among others.
Priyanka Potdukhe, Corporate Communications
Hungama Digital Services
+91-887 975 8814