MAM
Corcoise rustles up two new TVCs for Perfetti Italy
NEW DELHI: Mumbai-based advertising production company Corcoise Films is on the verge of finishing production of two new television commercials for Perfetti Italy. The campaigns, for Happy Dent and Alpenliebe, are expected to go on air in the third week of May.
Corcoise Films has worked in conjunction with O&M Mumbai, the creative agency for both the commercials.
“The two commercials are expected to go on air in another two weeks time. We have shot both the commercials in Malaysia,” said Corcoise executive producer Cyrus Pagdiwala.
The two commercials are in addition to a recent TVC for Perfetti Italy’s Vivident Xylit `Gum Boy’ chewing gum.
On the experience of working for a completely different market, Pagdiwala says, “While working with a client like Perfetti Italy, the idea is to match the emotional expectation and creative content with the local audience. We can’t provide an Indian feel to the commercial. There is a lot more interaction with the client. When the client says they would like to go for a fresh look, obviously, we ask for the reason and more detailed background of the brief. There are no assumptions in this case.”
Citing an example, Pagdiwala said that for a TVC like Vivident Xylit chewing gum, which has been executed for the Scandinavian region as well, the commercials feature blonde models rather than ones with black hair.
Discussing in detail the Vivident Xylit chewing gum commercial, he said the story brief from the client asked for – ‘the importance of having clean healthy teeth should come through, the film should look fresh and all exteriors to look green and film shouldn’t cause any malice or hatred to any of the characters’.
Description of the Vivident `Gum Boy’ commercial:
The campaign was based on the medicinal use of the chewing gum – helps in preventing tooth decay and helps keep teeth free of tartar.
The film opens on a huge farmhouse (palace) somewhere in the European countryside. Inside the farmhouse, a young extremely pretty woman – about 25 years old, very attractive – someone who any man on earth would die to make love to – sits next to the swimming pool. She is obviously waiting for her husband to join her. But for some reason the woman has a bored/frustrated look on her face.
Standing close to her is her husband. He is a huge guy who is an obsessive body-builder/ narcissist. He is the kind of chap who is in the gym six hours a day and the only thing he has on his mind is his body. The woman waits for him patiently as he admires himself in the mirror, totally oblivious to her presence. This is the reason behind the woman’s look. She has given up on this man.
The woman, quite irritated, barges out of the room and out of the farmhouse. In search of a little love and attention, she runs towards the barn of their big palatial house where she finds the farm boy working.
She decides to go all out and indulge in a little pleasure with him and drops her clothes in front of him. The farm boy, who is very pleasantly surprised, reaches out to her. He tries to take off the girl’s bra-strap using his teeth. Just as he succeeds in this endeavour, we hear him screech and shout. The voice travels far and wide.
V O: Look after your teeth before it’s too late. With New Vivident Xylit that has Xylitol to fight tooth decay.
She now fears the worst and as expected, we see a hand break through the barn door and in comes the husband. The film ends on his POV of the farm boy holding his jaw in pain with one hand and the girls bra in the other. On the other side is the naked wife.
The casting brief from the client was as follows:
1. The girl shouldn’t come thru as a sex maniac, but as someone, who is hungry for love and attention and when she doesn’t get it from her husband she is left with no other alternative.
2. The Husband – Shouldn’t look like a cruel, cunning and evil man. He is a pleasant looking individual whose only problem is self-obsession.
3. The farm- boy – Should be a likeable guy who is not the cause of the family dispute. He is simply present at the right place at the right time or the wrong place at the wrong time.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
