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Indian TV channel Colors encourages men to take on domestic burden with #SundayIsHerHoliday

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By Charlotte McEleny | Asia Editor

October 25, 2016 | 4 min read

Viacom 18-owned Colors TV has launched a campaign to encourage husbands to take on domestic duties on Sundays, in order to give a day off to the only job that doesn’t have one.

Colours TV

Colors TV launches #SundayIsHerHoliday campaign

The #SundayIsHerHoliday campaign has ambitions to become a movement and used the idea that weekends are precious, to demonstrate to men that women don’t actually get a day off at all.

The campaign, by Publicis India, kicked off with a film to highlight the often missed things that women do around the house and introduced the idea of giving them one day off, the Sunday. The video has been live on Facebook since 21 October and has already had 3.3m views.

Last Sunday, the agency and TV station ran a Twitter ‘helpline’ in which men could tweet into #HelpMeHelpHer to get tips on what to do. According to Publicis India, in the three hours it was running, it gave tips to over a thousand men and made the top five trending topics in India.

An important part of the campaign has been using the stars of the TV shows to help boost the credentials of the message. A video featuring the male stars of popular Colors Tv shows called ‘A holiday for the only job that does not get one.’

Publicis India says it will now run ‘Guy Tips’ videos featuring the female stars of popular Colors Tv shows, including: how to make breakfast, how to manage kids and how to buy vegetables.

Bobby Pawar, managing director and chief creative officer of South Asia for Publicis, said: “The important thing about all these videos is the ending. They all end with the super: Start with #SundayIsHerHoliday and help her everyday’. Now that we are being to get acceptance of the idea #SundayIsHoliday, we can broaden the acceptance of partnering women to the rest of the week. And that, coming from the stars they love will mean a lot.”

Most families will be familiar with arguments over who does what task in the home but in countries like India, where it’s always carried out by the woman, brands are stepping in to encourage societal change. P&G brand Ariel launched a major award-winning campaign last year called #sharetheload which had very similar ambitions.

Speaking this week in the UK, P&G chief brand officer Marc Pritchard said the company had vowed to raise the bar on creativity and the #sharetheload campaign was one of the standout campaigns to come out of this new strategy.

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