Description
This film introduces a revolutionary product - Hard Worker Eco Plaster. It is a new, sustainable construction solution that can save millions of litres of water otherwise used for curing plaster. We chose humour to offset the technical seriousness of the message and made it simple to understand. We crafted an engaging story about three women labourers with a surprising ending that elicits laughter - which makes the message memorable. The film also uses humour as a device to break stereotypical depictions of women labourers by portraying them as empowered agents of change without seeming preachy. The response was phenomenal. On TV, the film had 263 Mn impressions across leading regional general entertainment channels (GECs) and major news networks in India. Online, the film had a reach of 11.4 Mn, 64.7 Mn views and 79 Mn impressions on YouTube, connected TV and OTT. The film also sparked healthy conversations within the construction industry and beyond.
