Newly-launched indie agency, Talented, has teamed up with Superly Films to create a nicely-done Mother’s Day campaign for Tanishq that not only encourages mothers to return to work but also to claim their maternity leaves as valuable work experience.
On a deeper level, the campaign looks to address structural and systemic barriers that can prevent women from reaching senior leadership roles, due to what the campaign refers to as the ‘maternity wage penalty’ which refers to how second-career women face hiring and compensation disadvantages when re-joining the work-force.
In a charming two-minute film we see a woman sitting down for an interview telling about her 14-month experience working at “Life Bootcamp Corp”. She explains to the puzzled man interviewing her about how “Overnight, I had to fill in the position of a leader,” and how she had to “train a complete newbie.”
In an interesting twist, the interviewer tells her she doesn’t quite fit the position she is applying for but actually something bigger.
”The woman of today is seeking to express herself with honesty and authenticity to confidently celebrate her realities,” said Ranjani Krishnaswamy, General Manager- Marketing, Tanishq.
“She’s thriving in her vulnerability while rising in her power to change her world. The brand believes these powerful stories build positive momentum in cultivating a world of equality and adding to her self growth. This film is an ode to women who challenge set narratives and inspire many others to follow the change.”
Binaifer Dulani, Founding Member & Creative at Talented, added: “POV: You’re returning to work from your maternity break. Everyone has made you believe that the gap in your resume puts you on the backfoot. But you know that was anything but a break. It was a bootcamp in life. Yet you’re ready to wiggle, take a paycut, a demotion – all to prove yourself. Only if there was a way you didn’t have to. If there was a way mothers didn’t have to start from scratch.
“This is a long overdue conversation in India, and Mother’s Day felt like a moment as good as any to further this narrative. Studies reveal that it will take at least 136 years to close the global gender pay gap, and one of the biggest factors for this is the lack of representation of women in senior leadership. We need more workplaces to see beyond the dominant culture, value the incredible leadership transformation mothers undergo, and create equity for women, so that they can make their comeback.”
“The film spoke to me at a personal level as a mother. A maternity break is not easy, it tests you at every level, and has a transformative effect,” said Kopal Naithani, Founder and Director at Superfly Films.
“There’s so much fear about what life will be after, for working women. I hope our character, Radhika inspires more mothers to add ‘Life Bootcamp’ to their own resumes and negotiate for better, more powerful roles when they make their comeback to work. At Superfly Films, furthering the arc on progressive womanhood is core to our mission, and we’re honored to partner with Talented and Tanishq to put this discourse out there and inspire action.”
The campaign is led by a digital film. Through the month of May, mothers in Titan’s leadership will also mentor new moms wanting to make a comeback through a series of webinars that focus on gender modules, and one-on-one interactions.