Film 1: Chhota Kaam
For Urban Company’s ninth anniversary, we wanted to talk about the dignity of labour, or the lack thereof in our society. We confront the common perception of “small jobs” as menial, unskilled tasks. The film emphasizes the expertise, dedication, and pride that UC Pros bring to these roles, challenging viewers to rethink what they consider “simple” work. Because no matter your profession, work isn't just work, it's pride in a job well done.
Film 2: Chhoti Soch
As the land of Ayurveda, India isn’t new to touch-based wellness. However, with more and more women entering this lucrative field, massage has become a pseudonym for sex work- both in the public psyche as well as in pop culture and media portrayals. We wanted India to view our Spa Pros, as just that- Pros who are trained in anatomical science and soft tissue manipulation. Through this film, our protagonist reclaimed the word “happy ending”, rinsed it of its sexually coloured undertones and in doing so, she became a conduit for all working women in India who felt that their own technical expertise as professionals was shadowed by gender biases.
Film 3: Chhoti Baat
Every summer, LinkedIn is flooded with chatter around workplaces. Toxic bosses, micro-managers, and moody founders - are all buzzwords after every appraisal season. But how many of us have paused to wonder if we too are complacent in this nexus? We wax eloquent about mental health and have an expansive vocabulary around leadership in our glass cabins, but we often forget that our homes are the workplaces for our support staff - that we are their managers. Through this film, we challenged the traditional perception of a workplace.
Chhotaverse (2023-24)
Urban Company
Urban Company, now India’s largest aggregator for at-home services, has redefined the country’s accessibility to blue-collar services. Yet, despite its popularity, the brand struggled with a unique barrier: trust. Indian consumers often hesitated to welcome strangers into their homes. This reluctance isn’t simply about unfamiliarity; it’s rooted in deeper societal divides. Blue-collar jobs like plumbing, massaging, and bathroom cleaning are entangled with the class and caste systems, creating rigid stereotypes and a noticeable respect gap.
With Urban Company’s Dignity of Labour charter, we tackled this issue head-on, aiming to bridge the respect gap between the country’s blue-collar and white-collar workers. These values came alive in three films: Chhota Kaam, Chhoti Soch, and Chhoti Baat. Together, they dismantle stereotypes and celebrate the dignity of work, addressing both the internal struggles and the pride these professionals take in their craft.
Awards
1 x Kyoorius Blue Elephant
in Online & Social Films
1 x Kyoorius Purple Elephant
(Zee Equality Award)
1 x Kyoorius Blue Elephant
in Creativity in PR