Advertising
Film

Chhoti Soch
Brand: Urban Company
Client: Urban Company
Entrant: Talented

Blue Elephant

Entry Title:	Chhoti Soch
Brand:	Urban Company
Client:	Urban Company
Entrant Company:	Talented
Description:	Urban Company, India’s biggest aggregator of at-home blue-collar services has been on a mission to start a conversation about dignity of labour. We released 'Chhoti Soch', a provocative film to tackle the respect gap between blue-collar and white-collar workers, at the intersection of gender. India isn’t new to the idea of touch-based wellness. However, with more and more women entering this lucrative field, massage has become a pseudonym for sex work in the public psyche. Terms like “happy ending” are used in media to allude to the sexually coloured nature of their job, which leads to unfair erotic expectations. Urban Company employs 4000+ of such trained Spa professionals who are forced to lead double lives to escape the societal judgements that have everything to do with the pop culture portrayal of their profession and nothing to do with the job itself. With ‘Chhoti Soch’, we reclaimed the word “happy ending” and turned it into a tool of empowerment for millions of women spa professionals. Our protagonist fighting for the right to be respected became a conduit for not just all masseuses, but all working women whose technical expertise is disregarded by society.
Company Credits:	Talented
Company Credits:	Urban Company
Company Credits:	Superfly Films
Individual Credits:	Aakash Desai - Business Strategy Aatif Shaikh - Creative Binaifer Dulani - Founding Member & Creative Gautam Regunath - Co-founder & Chief Executive Officer Karishma Changroth - Business Strategy Leena Gupta - Creative Nabil Kureshi - Agency Producer Neil Mathew - Agency Producer PG Aditiya - Co-founder & Chief Creative Officer Priyanka Borah - Founding Member & Business Lead Sai Karthik - Strategy Sohan Ray - Creative Vaibhav Pachisia - Creative
Individual Credits:	Hiteshi Gangwani, Associate - Brand & Creative Kartik Ahuja, Manager - Brand & Creative Tarun Menon, Director - Brand & Creative Tilak Dugar, Sr. Manager - Brand & Creative Vineet Gopakumar, AVP Business - Spa/Massage for Men
Individual Credits:	Subject Matter Expert (SME) Garvi Dhar
Individual Credits:	Superfly Films Pvt. Ltd. Aarrian Sawant - Talent Cherin Paul - DOP Dimple Soni - 1st AD Gavin Pereira - Music Director Haroon - Music Director Kheya Chattopadhyay - Talent Kopal Naithani - Director Madurai Bandiwdekar - Talent Nupoor Khedkar - Singer Sashvat Suresh - Sound Engineer Tarun Bali - Producer Vineesh Vijayan - Grade Yaser Abbas - Editor