Flipkart unveils a campaign with the aim to drive gender equality among children, by talking directly at parents.
The campaign spot, titled 'Let's raise a generation of equals - Gen E', was conceptualised by Dentsu Webchutney. The ad showcases some obvious gender stereotypes, such as how the colour pink is associated with girls, while blue is associated with boys, or that girls like to only play with dolls and only boys play with cars.
This is Flipkart's third social issue campaign, after 'Penguin Dad' and 'Choose Your Age'.
Apuarv Sethi, director of brand marketing at Flipkart, said, “As parents in 2018, we’d like to be progressive in letting our child choose for themselves in several aspects so that they get to do what they love.
"Let the child experience the hobbies, passions, interests, and personality traits that come naturally to them, whether it’s a boy who wants to learn cooking, or a girl passionate about collecting superhero toys. And the other way around too."
Prashant Gopalakrishnan, senior vice president, client services, Dentsu Webchutney said, “Look around you. Do you have a son, daughter, niece, nephew, or a friend’s child born a few years after the millennium? They are all part of #GenerationEqual. Real change will happen when we collectively decide to make the same rules that influence their lives. And as far as we can, let’s keep those rules the same for both boys and girls. That is the most realistic way to ensure our biases don’t pass on to them."
