Since childhood, we have been familiar with sayings like pink is for girls and blue is for boys, dolls are for girls and vehicles, cars are for boys, these are new gender-based stereotypes that the new Flipkart digital ad campaign intends to break. In a two-minute long digital film, a montage of pictures highlight young boys and girls acting against these gender-based stereotypes– a young girl is shown taking an interest in a fight while a boy is seen helping his mother in the kitchen.
The campaign's hidden message being that a generation being treated equally today will treat each other equally tomorrow. It is indeed a powerful message.
Through this campaign, Flipkart is encouraging parents to raise 'Generation Equal or GenE' and not endeavour to keep youngsters' experiences and expectations regarding life and their identities isolated right from their childhood based on their gender.
Apuarv Sethi, director – brand marketing at Flipkart said, "As parents in 2018, we'd like to be progressive and keep an open mind in letting our children decide for themselves in a few aspects, so they get the chance to do what they love. Let the child experience hobbies, passions, interests, and personality traits that easily fall into place for them whether it's a boy who wants to master cooking, or a girl passionate about having a superhero toys collection.”
Posted on Flipkart's official YouTube channel on 22nd November, the campaign has already reached over 5.4 million views. It has crossed over 3.4 million views on social media website Facebook.
Prashant Gopalakrishnan, senior VP - customer administrations, Dentsu Webchutney said, "Do you have a boy, girl, niece, nephew, or a companion's child conceived a couple of years after the millennium, they are all part of 'Generation Equal'. I trust genuine change will happen when we, on the whole, choose to make similar rules that impact their lives and to the extent we can, we should keep those rules equivalent for both boys and girls. That is the most genuine approach to guarantee our predispositions don't get pass on to them.”
Gen-E is Flipkart's third socially significant campaign this year after it released Penguin Dads campaign which discussed the equivalent roles of dads in raising kids and Choose Your Age which commended those defeating age with experiences. In March, Flipkart said that it is changing the manner in which it converses with its customers by ending up being more dynamic and aware of socially applicable issues in its advertisements. This is the second enormous change in its communication practice after 2015 when the organization uncovered the slogan "Har wish hogi poori" (each wish will get fulfilled) which has now been changed to a more comprehensive "Naye India ke saath" (With new India).
Naresh Gupta, strategic head and managing partner at advertising agency Bang in the Middle feels that the new GenE campaign has an incredible knowledge of bringing up kids as equals yet it loses track when it comes to execution.
He said, "The campaign begins well but transforms into a dose of parenting. I would have wished to have adults doing this as a role reversal to what Flipkart does. I wish they would have based on the understanding further and pushed new limits as far as generally speaking execution and treatment of the campaign.”