Even as the current situation in the wake of the coronavirus and the subsequent lockdown has imposed social restrictions, and has caused financial uncertainty, increased stress and anxiety, it has also provided couples with extra time to spend together and bond better.
Womenswear brand W from the house of TCNS Clothing has released a Shot@Home music video showcasing how the lockdown has brought men and women closer.
The theme of the video is ‘W is M, M is W’ and is representing men and women who are working together, having fun together and empowering each other along the way.
It captures how the lockdown has blurred gender lines as men and women are partaking in the works of others and making it theirs.
Conceptualised by Ogilvy India, the video celebrates the loving, caring and understanding efforts from both men and women towards shared learning and growing love and mutual respect.
It effectively resonates with the idea of equal stake and equal responsibilities where both parties are enabling each other.
Talking about the video, Anant Daga, Managing Director, TCNS Clothing Co. Ltd., said “Today, despite all the office work at home, couples have found time and new ways to bond together, triggering a transformation where men and women are sharing and owning daily responsibilities equally. By donning each other’s hats, couples have blurred the gender lines, fostering greater understanding and mutual respect between each other. The W is M and M is W is all about these endearing stories of companionship. With W always resonating with the modern women and rooting for progressive culture, we feel the companionship depicted in the video is a celebration in itself.”
The video is available across all the social media and digital platforms of W.
“As life turned upside down, and we found ourselves huddled together at home, we realised something beautiful that MEN & WOMEN may be different but are somewhere like two sides of a same coin. Staying in has made us realise that our roles as homemakers were not sacrosanct and when situation demanded we could step into each other’s shoes effortlessly. This role reversal has made us see each other in a new light of respect and admiration. And this is what W’s latest film W is M is all about, a tale of togetherness and companionship that helped many wade through this time with a smile on their face. Because M is W and W is M,” said Ritu Sharda, Chief Creative Officer, Ogilvy India (North).