Ad Nut
Apr 28, 2022

Call me be my name, say women in Bangladesh

An activation to restore importance of one’s name is a noble cause to champion—yet to Ad Nut, this campaign feels a little hollow.

In certain parts of Bangladesh, it’s not uncommon for women to be referred to as somebody’s mother, wife or sister. They are rarely called by their own names, so much so that they might forget to respond when called by their real names.

From this insight, a new campaign is born: It’s called ‘The Nameless Women Project’, created by Wunderman Thomson India in collaboration with Warah, a homegrown fashion label. The label recreates the Tangail saree of Bangladesh with the name of the wearer woven on each saree. This is said to be a “powerful reminder that your name is your basic right”.

Ad Nut thinks it is noble to attempt to shed awareness on any gender-based issue, but Ad Nut also thinks that a collaboration with a fashion brand is all but a temporary fix. Ad Nut cannot help thinking that this has been designed for award purposes, especially with awards season creeping closer and the lack of a clear client brief on the part of Warah. Perhaps Ad Nut’s mind can be changed if Ad Nut is clearer on how this campaign will extend beyond a limited fashion activation.

CREDITS

Senthil Kumar, Chief Creative Officer, Wunderman Thompson India
Tista Sen, Regional Creative Director, Wunderman Thompson South Asia Hanoz Mogrelia, SVP & ECD, Wunderman Thompson Mumbai
Shaziya Khan, National Planning Director, Wunderman Thompson India Ashish Pathak, VP & Snr. CD, Wunderman Thompson Mumbai
Chandni Kapur, VP & Snr. CD, Wunderman Thompson Mumbai
Aditi Shivdasani, AVP & CSD, Wunderman Thompson Mumbai
Hinoti Joshi, Global Business Director (Unilever)

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign Asia

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