Client : India News (Hindi news channel from iTV stable)
Backgrounder: Betiyaan – A show anchored by Richa Anirudh, well known journalist who was in her earlier stint with IBN7 Hindi news channel where she worked as a primetime News Anchor. She earned her spurs hosting the much acclaimed show Zindagi Live. Richa now comes to India News – with the Hindi language channel of ITV for this very woman-oriented dramatized news feature titled ‘Betiyaan’
Task to the Agency: To launch the show ‘Betiyaan’ in the digital and print medium – that focusses on the lives of brave young girls and women who chose to tread the less travelled path and inspite of trials and tribulations, emerged triumphant and successful.
Direction taken: Using imagery of birds, silhouettes of liberated women and a smiling Richa to act as the grounding anchor of such narrations, together with common-place but hard hitting Hindi phrases that echo the never-say-die spirit of the 21st century woman – as much at ease in the home as in the outer world.
Result: Soon to be launched – the campaign is expected to drive high audience involvement, becoming a focal point for women oriented initiatives and be as much of a talking point and a part of popular culture that audiences are bound to resonate and identify with.