Experience & Engagement
Creativity in PR
Brand Voice & Strategic Storytelling
EXPERIENCE & ENGAGEMENT - Creativity in PR (Brand Voice & Strategic Storytelling)
JPG
MP4
1m:44s
Chhota Kaam
Brand: Urban Company
Client: Urban Company
Entrant: Talented
Blue Elephant
| Entry Title: | Chhota Kaam |
|---|---|
| Brand: | Urban Company |
| Client: | Urban Company |
| Entrant Company: | Talented |
| Description: | Urban Company, a nine-year-old startup is the biggest aggregator for blue-collar services in India. Even after great awareness and consideration, it suffered low conversion rates because consumers had a mental barrier of trust- they weren’t comfortable with having a stranger in their house. After thorough research and excavation, we found out that this lack of trust wasn’t a function of mindshare, but of mindset. Professions in India have been segregated into neat, narrow minded boxes by the class and caste system. Jobs like bathroom cleaning and plumbing, listed on Urban Company, come with societal baggage. As a result, there is an inherent respect gap between our blue-collar partners and the country’s white-collar workforce. So we tackled the dignity of labour, or the lack thereof in our society that leads to a perception of “stranger danger” when you opt for Urban Company’s services. Blue-collar workers deserve to be more than just boogeymen and cautionary tales for children. Our partners go through months of skill accreditation and their work isn’t just work to them- it’s pride in a job done well. |
| 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 |
| Individual Credits: | Superfly Films Pvt. Ltd. Abhishek Arora - Music Director Cherin Paul - DOP Dimple Soni - 1st AD Dusan T - Grade Jayant Tiwari - Editor Kopal Naithani - Director Nikhil Desai - Talent Sashvat Suresh - Sound Engineer Tapas Roy - Musicians Tarun Bali - Producer Yuvaan Vanvari - Talent |
