Dentsu Mama Lab with ActionAid India creates short film about economic inequality

'The Water Wives' is a short film that Dentsu Mama Lab has created for Action Aid India primarily for the digital medium, to highlight this aspect of society

Aanchal Kohli | Mumbai | December 1. 2015

Click on the image to watch the Video.

ActionAidIndia, an NGO that has been working for social justice, in over 42 countries, has partnered with Dentsu Mama Lab, in India, to create awareness and start conversations around inequality, especially in the area of economic inequality. There are social behaviours that scream out inequality but in reality have their roots in economic causes.

Inequality abounds in many ways. And sometimes, the first step is just in initiating a conversation. 'The Water Wives' is a short film that Dentsu Mama Lab has created for Action Aid India primarily for the digital medium, to highlight this.

To get a deeperinsight into the film, BestMediaInfo spoke to Swati Bhattachrya, Principal Partner, Dentsu Mama Labs who described some aspects of the film.

Commenting on the film, she said, “The whole idea was to work around the concept of gender inequality. After reading this concept of 'TheWater Wives'we knew it was like a metaphor we wanted to use.”

The brief was simple. Economic inequality was the prime focus as the NGO is dedicated to this issue. In less than two days, the film has clocked over 1.5 lakh views on YouTube and has got over 10,000 shares on ScoopWhoop, besides hundreds of shares on Facebook and Twitter. In addition, it has been covered by India Today, The Logical Indian, Sheroes, StoryPick and many others.

The whole idea is to explain to people not only about the concept but about how 'The Water Wives' can exist anywhere. “The whole point is to understand that if we are getting used by the system even we can be a water wife. It is all about how we treat everybody in society,” she added.

This is one message that needs to be shared with our friends, family, and communities. So go ahead. Watch. Share. #ActEqual.

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Action Aid India

Agency: Dentsu Mama Lab

Creative Director & Writer: Swati Bhattacharya

Agency Producer: Dawa Lama

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