Take a break lady, one Sunday at a time, says Colors

Have you ever wondered why most get to enjoy a five-day work week, but the lady of the house doesn't? She slogs through the week, at her workplace, or at home. But on weekends, which are meant to give everyone a break from their work schedule invariably means more work for her as everyone is home that day. So, on weekends, while the rest of the family is resting, binge watching TV, and catching up with friends, she is busy cooking everyone's favourite dish, taking care of the kids, finishing pending household chores, and more. And she does all this without complaining, because she loves you. Unfair? Well, Colors thinks so.

Taking a small step towards giving a woman her due, the general entertainment channel Colors, along with Publicis, has started a people's movement called #SundayIsHerHoliday, and is inviting every man (and woman) to participate in it. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off too. The campaign wants to start off by inspiring action and kicking-off a conversation around #SundayIsHerHoliday. The next step aims at enabling action by offering tips to men and handholding them through some Sunday chores. The campaign will conclude by showcasing what actually happens when women get 24 hours from their own time, every week.

Commenting on the initiative, Raj Nayak, CEO, Hindi mass entertainment, Viacom18, says, "You may ask why Colors is doing this? We believe that entertainment should, where it can, nudge society forward, in big ways or small. This campaign is an embodiment of that belief. Gender equality is a man's issue too, and we have always believed in doing our bit in bringing about a change in mindsets."

According to Bobby Pawar, MD and CCO, Publicis South Asia, #SundayIsHerHoliday is an honest attempt at giving women their due. Talking about the insight behind the campaign, he says, "The insight was simple. All women are working women. Most of them just end up working twice as much, at the office and at home. The realisation that it was unfair that they, unlike most other working people, don't get a day off struck us and gave birth to #SundayIsHerHoliday."

Colors believes that while a growing number of men are taking on the responsibility of caring for children and taking up household chores as their partners work too, a lot still needs to be done in breaking down traditional gender stereotypes. So it calls upon everyone to join hands and bring about the change, one Sunday at a time.