Devina Joshi

A roadmap for empowering women

After Scooty Pep and Hero Honda Pleasure, another bike brand – YOSmart – is out with its ‘for women’ range, and a television campaign has also been unleashed for the product

Husbands can take a breather – the women in their lives won’t be nagging them to do household chores any more. Or so the executives at YOSmart bike are hoping.  

Indus, a division of Electrotherm, launched the no-petrol, electronic YOSmart bike in 2006, targeting housewives. The agency on the account, Canvas Ahmedabad (a Mudra DDB concern), is out with three TVCs seeking to empower women to be independent now that they have the power of a YOSmart bike.  

Says Vipin Dhyani, creative director, Canvas (who conceptualised the film along with his art partner, Chetan Jagtap), “It is a universal insight that every housewife calls her husband while he is at work and asks him to fetch something on his way back home, be it vegetables or picking up the kids from school.”

This ends up bothering the man needlessly, while the housewife unwittingly feels a sense of dependency on her husband for the smallest of things. Therefore, says Dhyani, the campaign hopes to empower women to carry out their household responsibilities with ease, without having to depend on anyone, while it addresses the male fraternity with the fact that women will no longer depend upon them for things they can do themselves.  

A roadmap for empowering women
The mother picking her kid up from theatre classes
A roadmap for empowering women
She can finally play truant with her kid, thanks to her YOSmart bike
A roadmap for empowering women
Super and concluding voiceover on how women can now be independent when it comes to the nitty gritty of daily life
A set of three TVCs were unleashed last week, each from a different person’s viewpoint. The main one, ‘Housewife’, shows a woman using her YOSmart Bike to perform daily outdoor chores, such as picking up her kid from his theatre class, or taking him to the beach or a movie. While performing these tasks, she mentally instructs her husband not to buy vegetables on his way back home, or pick their kid up from school. He needn’t worry about the petrol expenses while doing these odd jobs, either. The ad concludes on supers explaining the features of the product, and a shot of the woman standing confidently next to her bike, thinking to herself, “Kyunki ab raasta hai mere paas (For now, I have a way to be independent).” 

The second TVC is from a kid’s viewpoint, with him thinking about how boring and dull his life was before his mother got smart with a YOSmart bike. He used to wait for his dad to come home so that they could relax, play games or go for movies together, but now he need not do that. The shots again show the two having fun with the bike. The third TVC has a mother in law praising her daughter in law’s increased efficiency ever since the bike entered their household. 

According to Dhyani of Canvas, even though the Indian middle class has evolved greatly, till date, the wife is highly dependent on her husband for outdoor activities and chores. “But somewhere inside, she wishes to share all the responsibilities equally,” he adds.  

The different viewpoints in the three films have been given with the idea of getting women to see how the bike can impact all aspects of their lives. The three films have been shot in Goa by Minto Singh of Classic Films.  

The TG for the bike is women (mainly housewives) in the SEC B and B+ segments. While the ads target first time users primarily, they also hope to address households which own a two wheeler or a small car.

© 2007 agencyfaqs!

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