Lucifer Circus’s latest Swayam campaign hits out at patriarchy, celebrates different kind of masculinity

Gaurav Chanana

Actor-ad filmmaker Gaurav Chanana's production house Lucifer Circus is today best known for campaigns with a soul. Their latest Swayam campaign conceived by Sujoy Roy of Ogilvy produced by Gaurav Chanana and directed by Deepak Thomas is the talk of Tinseltown with actors like Ajay Devgn and Kajol appreciating these relevant ad films that stress on the importance of gender sensitization.

Actor Kubbra Sait expresses that this campaign "perfectly encapsulates simple advertisement with a punch message in it," while Masaba confesses, "I love this. Important and powerful." Aparna Sen has also shown her support by sharing the campaign on her Twitter handle.

The two 35-second films convey how men can think and steer conversations to lead to a change and bring about a safe and equal world for women. Says actor-filmmaker Gaurav Chanana, "The films show the difference that meaningful conversations can create. Such thought enables a society to clearly shift from men being ‘protectors' to true gender equality. The idea is to hit out at patriarchy and celebrate a different kind of masculinity; one that is progressive and empowering."

Cricketer Harbhajan Singh also speaks vocally of a thought shift as the need of the hour. His reaction is to one of the ad films on two young cricketers appreciating a female bowler who clean bowls a male batsman with effortless ease. "If we men change the way we see and act wisely, the world will be safer and better for women," avers Harbhajan Singh.

Anand Mahindra has the last word. "This campaign puts the onus on men to change the way they think and act. If men change, the world is better and safer for women." Need we say more!