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!"

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.