Nearly 76.7% of Indian women do not work outside of their homes. It’s considered derogatory for a man who allows his wife to step out of home to earn for the family. Hence, women are relegated to doing housework. Like-wise, it is considered derogatory for men to do housework.

Hence, the Gender chore gap in India is amongst one of the highest in the world. Most of the housework done by Indian women goes unrecognized and unappreciated.

With changing times, Indian women have started working and earning to support their daily living, however, the men have not changed and adapted to doing or even assisting in housework hence widening the Gender chore gap.

Godrej, India’s home-grown company wanted to bridge the chore gap as a step towards gender equality.

Godrej introduced 8 innovative products that were simple to use even by a MAN!

Insight: Indian men love to emulate their favorite celebrities.

Riding on this insight, Godrej partnered with key male celebrities with a huge fan base, who could influence men to participate in housework and un-tag it as derogatory.

Across media platforms, male celebs not only DID HOUSEWORK but also WROTE, TALKED and TWEETED about it!

In EPISTORIES, we altered the serial's story line to integrate all 8 products in ONE SINGLE EPISODE.

We worked closely with the channels’ programming team to modulate the story-line of the episodes, almost 4 weeks prior to telecast, so as to seamlessly communicate our message on the telecast day.

All 50 male actors advocated the message that “household work is not demeaning" through usage of 8 Godrej household products

We generated 20-25 min of brand-dedicated customized content in each EPISTORY leading to more than 400 min of content generated across 8 channels across the country including entertainment and news channels.

With presence across 8 leading channels and more than 70 integration's, Godrej ensured that the progressive ideology was conveyed towards stereotypical Indian mindset.

Godrej generated more than 400 minutes of content. More than the length of one full season of your favorite sitcom.

Reaching over 40 million people, the campaign led to perception shift in more than 24 million Indian men.

More than 130,000 men inquired about Godrej’s products on the brand’s IVR (toll-free) number, thus expressing interest sharing household responsibilities

The brand’s long term vision is to bridge the chore Gap between Indian men and women. Through the campaign, the brand successfully reduced the gap by more than 120 mins.