Creative work of the week APAC: TLC India breaks stereotypes with comedy

TLC's Queens of Comedy by The Glitch

Winner of this week's creative work of the week in Asia Pacific is TLC India, which used digital channels to promote an all-female comedy show.

The campaign was conceptualised by The Glitch and features actress Richa Chaddha, stand-up comedians Kaneez Surka, Rohan Joshi and Varun Thakur.

The idea behind the show is to break the most common stereotype that women cannot be inherently funny.

The teaser video sends out a tongue-in-cheek message about backward mindsets and hopes to promote the launch of India’s first-ever female comedy challenge.

Sunetro Lahiri, creative director at The Glitch, said: “The visibility problem when it comes to women in comedy is an unspoken truth. And, the reasons behind them? All based on pure lack of logic. So, from a campaign point of view, we figured that making that sheer lack of logic the focus point for the campaign would be the best, most hard-hitting way to state the obvious, that Women are funny, period!"

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Shawn Lim

Shawn Lim is a reporter at The Drum, covering industry news around the Asia Pacific region with a focus on Singapore and Southeast Asia. Based in Singapore, he has worked across photography, video and online, covering a range of subjects including current affairs and sports.

Before Game of Thrones, he was a huge Breaking Bad fan. He does CrossFit and yoga to stay healthy.

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