Urban Company revives dignity of labor campaign for Women's Day
The campaign, executed in collaboration with Talented, highlights a harmonious blend of creativity and purpose, leaving a noteworthy impact
Sumit Rawat
In a pioneering collaboration, Urban Company has joined forces with Talented to spearhead a campaign shedding light on the dignity of labor for women massage professionals.
Initiating the dialogue in 2023 with the impactful film "Chhota Kaam," Urban Company aimed to bridge the respect gap between 'blue-collar' and 'white-collar' professionals. This Women's Day, they adopt an intersectional approach, specifically addressing the dignity of labor for women professionals in the Spa category.
The film traces the narrative of a young masseuse confronting and dismantling the stigma surrounding her profession, first within herself and then within her family.
Tarun Menon, Urban Company's Director of Brand, emphasized the influence of cultural biases on professions in India, acknowledging the need to eradicate biases affecting professionals on the Urban Company platform. Despite rigorous vocational-skill training and NSDC certification, biases persist, challenging the right of every professional to work with pride and dignity.
Binaifer Dulani and Leena Gupta, Creatives at Talented, expressed their dissatisfaction with mainstream media's portrayal of massages, noting the prevalent secrecy, indentured servitude, and sexually colored undertones. They highlighted the expertise of masseuses and the need to recognize their technical craft, aiming to create equity for all working women.
The film unfolds as a Spa professional returns home to face criticism from her younger brother. Through poignant dialogue and scenes, it addresses the systemic stigma contributing to bias against massage therapists.
Kopal Naithani, Founder and Director at Superfly Films, emphasized the need to move beyond traditional Women's Day ad narratives. Instead, the focus should shift to raising men as secure allies to empower women, challenging the current unsustainable formula.
This thought-provoking campaign aims not only to elevate the status of women massage professionals but also to foster a more inclusive and supportive environment for women in the workforce.
