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Tag: Vitamin Stree

  • Vitamin Stree latest campaign breaks down the opportunity gap to educate the Indian economy

    Vitamin Stree latest campaign breaks down the opportunity gap to educate the Indian economy

    MUMBAI: Women have long been unable to progress economically, in the way and scale that their male counterparts have. India’s female workforce participation has sharply declined (19.6 million left the workforce) in the time (between 2006-2012) that the economy itself has grown substantially. This has allowed for at least 70% of overall household income in India to go to men. And it makes no fiscal sense either, to leave women out. Women can add up to 700 billion USDs if opportunities for both genders are made equal.  So Vitamin Stree, decided to look into it and explore why this economic gender gap exists – and credit went to an ‘opportunities gap’ that has existed for decades, if not centuries now.

    The opportunity gap has five key components; birth rate, education, workforce participation, safety and financial security. Vitamin Stree’s latest scratching the Surface video breaks down the opportunities gap with the aim to educate and inform viewers of what constitutes the gap, why it exists, and how eradicating the gap would affect the Indian economy. That gender disparity is deep-rooted in our society is nothing new, what is alarming is the rate at which we are trying to bridge this gap. The World Economic Forum recently said that it would take us 202 years to bridge the gap at the rate we are going. That’s a long time. And if we need to hasten the process, which we do, a good place to start is at the beginning.

    Padmini Vaidyanathan, Head, Vitamin Stree: " Women need a new working reality, and for the workplace to be equal for everyone, the ground work needs to start at the time a girl is born. There is no magical, overnight solution to this, and with this video, we want to show gender gap, currently, only widens at every step of a girl’s life. We believe this can and will change, as long as we keep reminding ourselves, where all women are discriminated against, and actively work to resolve that.

  • Millennials redefine Marriage in Vitamin Stree’s latest video

    Millennials redefine Marriage in Vitamin Stree’s latest video

    MUMBAI: For almost all of history, marriage has been the ultimate level-up for humans in the game of life – or at least that’s what society has conditioned us to believe. But, millennials aren’t so sure about that. With changing lifestyles, goals, and of course, priorities, the millennial generation seem to have a lot to check off their bucket lists, before they are ready to tie the knot. So, is marriage dead? Vitamin Stree scratch the surface on that, in their latest video.

    Marriage is an age-old institution, with its share of sanskari customs, binding obligations, and a whole lot of “adulting” to do – all of which don’t appeal to the millennial generation, who would rather take their time to explore the world and their life choices, before tying the knot. Speaking of choices, we now have so many! With so many dating apps at our disposal, finding love has become a virtual pursuit, and people can pick and choose their romantic partners. Moreover, with the steady increase in women’s financial independence, security and freedom over the last few decades, now more than ever, they are defining their own goals and forging their own paths, without feeling societal pressure to marry. While discussing the validity of marriage in today’s age, it’s also important to acknowledge the fact that there is still an entire section of our society – the LGBTQI+ community – for whom marriage is not even a legal option, and in that regard we still have a long way to go.

    So, is marriage dead? Not really. But the millennial generation is definitely changing the traditional rules of the game- choosing to do it their own way, in their own time.

    Nandini Godara, Scriptwriter and Director: “Marriage as an institution, especially in India, has always been packaged as an obligation rather than a choice. So in this day and age when people are more vocal about wanting to make their own decisions, how does marriage hold up? Is the idea outdated? Or is our attitude towards it outdated? Arguably, it is both. And we wanted to explore it all with this video.”

  • International studios driven by ethics, says Supari’s Advait Gupt

    International studios driven by ethics, says Supari’s Advait Gupt

    MUMBAI: The budding animation industry in India has a long way to go till it can compete with the likes of Disney and Dreamworks. The digital medium, however, gives even smaller content creators the chance to become global sensations. One such studio based in Mumbai that was thrilled to have been picked by one of the largest media companies to partner on a project was Supari Studios (Supari).

    Supari is a digital content studio that is focussed on generating engaging content on the web through live action and animated films. Supari founder Advait Gupt has worked with both national and international companies and while the latter may sound impressive, it is not without its challenges. “The one natural challenge we faced is time zones. When you are working with a client in the US, you take calls at 5 am; the time zone is a factor we can’t control.” He adds that international companies are driven by process and ethics that have enabled his team to create content within two weeks. “They have a certain style of work and the transparency of work is very high,” he says.

    Supari and Post Office, in association with Warner Bros Records, released the official lyric video for the song New Rules by Dua Lipa on digital that garnered 300 thousand views within 24 hours and over 2.1 million views in two months. New Rules has got most traction from Mexico, Spain and Brazil and has received over 2000 comments on the video.

    Gupt shares insights on how the association came to be. “Warner Brothers got in touch with us in the middle of last year. They had seen our animation work and were impressed with the quality. The association with Warner Brothers started with a work for an artist called Adam Lambert in June last year. It was an animated lyric video that got a lot of traction and was received positively by millions of people globally. Post that, they approached us to make a 2D animation lyric video for an artist called Dua Lippa who happens to be topping the chart in the UK and the US as well. Warner Brothers wanted us to make a similar kind of video out of her track,” he says. The project was completed in just two weeks. Eighty per cent of the work-from developing the concept to design, VFX and 2D animation-was done by Gupt’s in-house team.

    Both the type of animation and length are important in determining production factors. A typical one-minute 2D animation video costs Rs 3-5 lakh.

    Gupt has two more entities under him-Post Office and Vitamin Stree. Post Office is the animation studio while Vitamin Stree is a content channel from Supari focussed on cultural, political, artistic and ideological perspectives that are shaping the lives of women in contemporary India.

    Vitamin Stree has recently launched a campaign to raise funds for Nisha Gupta who is a para-athlete and is paralysed from her waist down. She plays for the women’s wheelchair basketball team that represents Maharashtra and Supari is raising funds for her and the whole team.

    Gupt feels that the animated short film Outsider, which they made in early 2017 on domestic violence in South Asians communities in the US, gave Supari tremendous recognition across the world. The film was shortlisted for nine film festivals globally. After seeing Supari’s work and recognition in the global market, Warner Brothers pitched them to work on their own projects.

    Supari has a big line up for 2018. Projects with Redbull, Viacom18 and Hotstar are in the pipeline. A food and talk show with Hotstar was recently completed and a travel show with Viacom18 is currently in progress. These projects are expected to go live from March to April. Doppelganger was a show done in association with Redbull that took content from India for the first time.

    Since its inception in 2012, Supari has had the opportunity to work with a diverse set of brands such as Absolut, Nike, Dolby, Google, Skype, Uber, Maybelline, Estee Lauder, Godrej, Asian Paints, Amul, Mahindra, YouTube, ITC, Maggi and L’Oréal.

    Gupt and his team are on cloud nine with all the praises being showered by global companies. “We are proud that a global music label like Warner Brothers saw value in finding a small, young and creative studio such as ours to deliver global quality content while meeting the standards,” he says. Some more discussions are to be held for future possible liaisons.

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