#AbhiTohUmarHai
I remember my mom talking proudly about her Bharatnatyam moves but not having the time to pursue it again because she was busy playing many characters in our lives. Her love for dance was palpable but with every try to convince her to rekindle her passion for Bharatnatyam, she would respond with something equivalent to “Abh toh umar hogayi hai” or “Abh yeh Umar me yeh sab nahi hoga.” So when this campaign idea came through it was an instant hit in my head to simply flip the narrative. Turn “Abh toh umar hogayi hai” to ‘Abhi toh umar hai’
This ad is a tribute to those women who think they’ve missed their chance, simply because of their age. I hope you know that’s it’s never too late to start again.
Client
Elda Health
Year
2023
Category
Healthcare
/// This campaign aims to shift the narrative around aging and societal expectations by transforming the common phrase "Abh umar ho gayi hai" from a limiting belief into a powerful mantra of self-discovery and empowerment. It celebrates the idea that age is not a limitation but an opportunity to discover new passions, skills, and talents. The campaign seeks to inspire women to embrace their age with pride and enthusiasm, urging them to seize the moment and start their journey of self-discovery and empowerment.
/// This was a 360 degree campaign wherein we partnered up with Matar Media who shot the beautiful DVC, the PR team helped get the coverage and deserving light shone on the campaign, the same went live on their social media and
