Kawal Shoor
Aug 26, 2020

Watch: India's lockdown revelations - househelp

Mumbai-based independent agency The Womb looks at how India's househelp has fared during the Covid lockdown in research visualised through video.

We all know that the lockdown was the need of the hour, or indeed of the day and of the month, or of months. However, from a mind readers point-of-view, the lockdown could be defined as the single biggest experiment in human history. We at The Womb set out to understand how India and Indians would attitudinally react to this, given its extraordinary power to change their circumstance.   

Project As Is, our lockdown research project, started with a simple question. When people are unnaturally forced to stay at home over a long period of time, what would they feel about various aspects of life, and importantly, how would those feelings change over the entirety of the lockdown? The findings are in two parts. A short video that dramatises the key insight of each of the six cohorts explored. And a detailed report is available upon request.   

Today’s video brings alive the key sentiment unearthed among house helps of India. There are approximately 50-70 million such individuals. They are the silent supports for working women who wish to continue working. They are the second earning members in their families, and have a big influence in decision-making of purchases among the striving classes of India. And their voice is unrepresented in marketing conversations.

Also see: 

Watch: How India's white collar professionals deal with lockdown

Watch: The Womb depicts how India's blue collar workers are dealing with lockdown

 

 

Source:
Campaign India

Related Articles

Just Published

17 hours ago

Mid-level female creatives don't feel 'heard'

This International Women's Day, we ask mid-level female creatives in the region what their biggest pain points are working in a male-dominated field.

17 hours ago

It's past time to eliminate gender biases in design

From surgical instruments to crash test dummies and virtual assistants, gender biases and stereotypes have been built-into products causing real harm, says the co-founder of Elephant Design.

17 hours ago

IWD campaigns: Angry, funny, clever and inspirationa...

See how organisations and agencies from around APAC have chosen to mark International Womens Day 2021.