Hindustan introduces '8th phera' in woke spot

HT Media Group's Hindi newspaper — Hindustan's latest campaign, Athwa Phera focusses on the importance of equal status for both, the husband and wife, in a marriage. The campaign #athwaphera has been crafted by Dentsu Impact and ties back to Hindustan’s brand positioning of ‘Tarakki ka Naya Nazariya’.

The campaign targets the Hindi speaking belt, including states such as UP, Bihar, Jharkhand, etc., and urges men to bring about a positive change in the dynamics of a marriage. The husband in the ad film invites his in-laws and neighbours to his home to tell them that along with the seven 'pheras' (vows taken during marriage while circumambulating a sacred fire, he has to take an eighth vow, a promise of equal responsibility to his wife). 'Athwa Phera' was launched on Karwa Chauth (October 17), a Hindu festival around the bonding of a husband and wife.

In a media statement, Rajan Bhalla, chief marketing officer, HT Media Group, says, “Hindustan is a progressive brand, and believes that new perspectives have the power to bring about positive change in society. Aathwa Phera is an initiative that will connect deeply and emotionally and it will evangelize the core brand positioning of Tarraki Ka Naya Nazariya. Most importantly it will bring home the message of gender equality in society.”

Soumitra Karnik, chief creative officer, Dentsu Impact, says, “The narrative of gender equality has been there for a while now. However, we still hear stories every day that remind us there is still a lot to be done to ensure equal status for women (specially in certain regions). Everyone talks about equality in the workplace, jobs, opportunities, etc., but what about our homes? We want each and every man to take a vow that he will support his wife and ensure her equal status in a marriage.”

Megha Jain, senior vice-president, Dentsu Impact, adds, “Aathwa Phera is not just a creative campaign for us. It is a campaign that should move people, relationships and move the society. We chose to write this concept putting the onus on the man as we feel equality isn’t something that a woman needs to fight for, it should come naturally in a marriage, and for this, it is more important to get men to embrace this.”

Apart from digital platforms, the campaign will spread across print, radio, outdoors alongside on-ground activations.

Print media brands, especially newspapers, have been looked at as the 'bearers of change' and this renders to the brand philosophies too.

Also Read: "Newspapers shoulder a large responsibility": TOI's Sanjeev Bhargava

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