Sony SAB’s latest campaign to challenge gender stereotypes

Sony SAB is set to challenge gender stereotypes with is latest campaign – ‘Sapno Ka Koi Gender Nahi Hota’ for its upcoming show Kaatelal and Sons. The campaign features a video challenging deep rooted gender stereotypes with a message ‘Khol Dimaag Ka Shutter’ starring Jiya Shankar and Megha Chakrabothy foot tapping number composed by Mayur Jumani.

The catchy lyrics of ‘Khol Dimaag Ka Shutter’ takes a cheeky spin to question cliched notions of gender biases in careers and job roles. The campaign will have a 360 degree integrated marketing outreach through print, digital, outdoor, a strategic promotional plan with Paytm and Big Bazaar. The channel also has a strong digital plan in place to promote the show and focused influencer outreach to spotlight the innovative music video.

“Kaatelal & Sons is a beautiful and true testament of Sony SAB’s forward-looking approach where we continue to offer shows that have hope and meaning. With Sapno Ka Koi Gender Nahi Hota campaign, we aim at challenging the deep-rooted stereotypes of gender roles in our society. We want to embody this promise not only through our on-air content but also through our marketing campaign that can be entertaining while raising some meaningful questions that can spearhead a change in people’s lives. Khol Dimaag Ka Shutter is a fun musical take on the concept of Kaatelal & Sons with a thought-provoking message. We are encouraging everyone to #ungender their dreams. “

Vaishali Sharma, Head – Marketing & Communications, Sony SAB

Kaatelal & Sons narrates a heartening tale about ‘un-gendering’ your dreams brining forth the story of two sisters who take on their’s father business of running a local men’s hair salon in Rohtak when adversity strikes. Their father believes the ancestral shop cannot be passed on to his daughters since girls are not meant to pursue such a profession while the daughters are adamant on keeping the shop in the family and taking the business to new heights.