Flying Cursor Mumbai and Axis Mutual Fund’s message for women is #ItsYourTime to be Bold
It’s women’s day, that time of the year which is celebrated with much fanfare. Axis Mutual Fund looked at this day and its significance as an opportunity to communicate a deeper social message. The context being women as decision makers, yet the irony that exists in our society where their decisions are questioned.
When a man makes decisions pertaining to his career or even certain things personal, nobody asks him if his wife has given consent. However when it comes to a woman in similar situations, in general people think that she needs to ask for permission from her husband, parents, family, before she takes any decision – even when these are decisions of an intently personal nature. Given this context, Axis Mutual Fund chose to deviate from the general trend that only ‘celebrates’ women. Instead highlighting the irony in an endearing way.
On the one hand we acknowledge that women are independent, on top of the world, assuming larger roles in professional lives, and at the same time we also have situations in which we question her decisions to see if her actions adhere to her husband/parents choices as the case may be. We believe that today’s successful women do not need to get bogged down by people asking such questions. In fact women don’t even need to ask for permission in a relationship of equals. It’s time we question those who presume they have the right to question her.
In the film created by Flying Cursor Mumbai, we chose to laugh with her as we admire her strength and resilience, while also sending a strong message to all those who are guilty of asking her – Poocha Kya? To all the incredible men out there, we say, the world is your oyster – It’s your time to be bold.
Karan Datta, Chief Business Officer at Axis Mutual Fund said, “As a brand we always endeavour to change the conversation with our customers and other stakeholders. This is one more bold attempt at starting a new conversation by touching upon a social issue”
Shormistha Mukherjee, Director, Flying Cursor added, “It’s an insight that resonates with so many women out there. If your parents aren’t asking you if you signed off on every decision with your husband, your colleagues or friends are. We wanted to point out this behaviour, to encourge people to be cognizant of it, so they can put their money where their mouth is when they talk about celebrating independent women on Women’s Day.”