Creative work of the week APAC: TLC India breaks stereotypes with comedy

Winner of this week's creative work of the week in Asia Pacific is TLC India, which used digital channels to promote an all-female comedy show.

The campaign was conceptualised by The Glitch and features actress Richa Chaddha, stand-up comedians Kaneez Surka, Rohan Joshi and Varun Thakur.

The idea behind the show is to break the most common stereotype that women cannot be inherently funny.

The teaser video sends out a tongue-in-cheek message about backward mindsets and hopes to promote the launch of India’s first-ever female comedy challenge.

Sunetro Lahiri, creative director at The Glitch, said: “The visibility problem when it comes to women in comedy is an unspoken truth. And, the reasons behind them? All based on pure lack of logic. So, from a campaign point of view, we figured that making that sheer lack of logic the focus point for the campaign would be the best, most hard-hitting way to state the obvious, that Women are funny, period!"

The Glitch: TLC India 'TLC India Launches ‘Queens of Comedy’ '

Agency: The Glitch

Client: TLC India

Date: July 2017

TLC India is launching India’s first-ever female stand up comedy show. Conceptualized by The Glitch, the ad features actress Richa Chaddha, stand-up comedians Kaneez Surka, Rohan Joshi and Varun Thakur.

Breaking the most common stereotype that, women can’t be inherently funny, the video sends out a tongue-in-cheek message about backward mindsets and leads to the launch of India’s first-ever female comedy challenge.

With the central message at the core and many laughs in store, India’s first female comedy challenge is all set to create waves. A teaser film has been broadcast to promote the film on Facebook.

Credits:
 

 

Creative agency: The Glitch
Client: TLC India
Creative Director: Sunetro Lahiri
Business Director: Prachi Maroo
Planning Director: RamyaNagesh
 
 

Tags: India, Advertising & Media

 

 

 

 

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