India has made enormous strides in financial inclusion. But inclusion isn’t the same as literacy. And literacy, it turns out, has a gender.

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The insight was simple and uncomfortable: when it comes to understanding money - investments, interest, insurance - women are systematically left out of the conversation. Not because they can’t. Because nobody thought to include them.

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So instead of telling people about the gap, we showed it.

 

A social experiment, filmed candidly, that put couples face to face with questions about their own finances. The divide revealed itself.

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The film launched on International Women’s Day 2021. Within days it had travelled further than paid media ever could - forwarded on WhatsApp, shared on YouTube, seen by people who had no idea it was an ad. It reached my own family through channels completely unrelated to the campaign.

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Concept to production in under 10 days. Budget: ₹10 lakhs.

 

The result: one of Paytm’s most organically viewed campaigns.

 

Awards

 

Baby Elephant — Kyoorius 2021

Gold — e4m Indian Digital Marketing Awards 2021

Special Mention — Dadasaheb Phalke Film Awards 2021

Special Mention — Laadli Awards for Gender Sensitivity 2021

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Concept and script: Abhimanyu Prathap