MAM
Mudra & NWM focus on sensitising campaign for domestic child workers
MUMBAI: Mudra, along with National Domestic Worker’s Movement, an NGO that works for and with domestic workers, has created a campaign to sensitise the community to the plight of underaged domestic workers.
The communication attempts to heighten the fact that child domestic workers most often do the kind of work that only an adult can.
The campaign idea “Domestic work isn’t child’s play” is dramatised by replacing the home setting where they do their chores with toy houses (kitchen set, bathroom set, bedroom set) that typically children play with.
The campaign kick started on ‘World Day Against Child Labour’ (12 June). A total of six bus shelters at prime locations, 16 bus back panels, one hoarding on tilak bridge and 2 hoardings (one at Mahalaxmi and the other at Juhu) were used for the campaign.
Says Mudra Mumbai operations president Jude Fernandes, “You cannot fight child labour in India until there is alternate employment considering 75 per cent of the domestic servants in India are children. The campaign only sends out a message stating that the children need to be given their space and need to be treated like children.”
The broad objectives for the campaign are as follows:
To raise awareness about the vulnerability of children in domestic work
To create a link between development and education of all children
To make employers realize that the development of the country is linked to their own welfare, therefore send all children to school
To sensitise people towards the child’s right to education
To dissolve the societal myth that child domestic work is a solution to poverty
To remind them that children are human being
Explains National Domestic Workers programme co-ordiantor Anjali Shukla, “The purpose was essentially bring about awareness among the community. The campaign has made a difference as people have been calling us and wanting to take up the issue further.”
Shukla added that the second phase of the campaign would looks at solutions and go into details about the issue. The NGO also plans to take this campaign which is currently restricted only to Mumbai to other cities like Delhi and Bangalore where the issue is prevalent, but that would be dependent on the sponsorship it receives.”
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
