Godrej, JWT make men 'Dance to Women's Tune'

Godrej’s latest campaign, ‘Dance to My Tune’ which is the world's first women only web experience, is perhaps an ode to womenhood on International Women’s Day. It brings alive their innermost desire of making their men work around the house!

Designed and conceputalized by JWT the digital campaign, ‘Dance to My Tune’ is exclusively dedicated to women, for women and by women! Based on premise where women in India feel that their men are lazy and need to pitch in with the household chores, the fun and interactive web experience, strictly for women, is meant to have their partners work for them by doing chores like making the bed, cleaning the house or cooking up a fancy meal. Not just that the exclusive tailor-made video can be shared by the women on her Facebook page for all her friends to see.

“Women make up a core part of our target group as well as a significant part of our workforce and both at home and at workplace they need support of people and practices. Godrej does that both as a manufacturer that understands her needs and designs great performing, easy to use products as well as an employer with policies 

Godrej’s products has always brought forth ideas and products that make life brighter and ‘Dance to My Tune’ goes a step ahead in making this true for women. As a modern brand, Godrej taps into the fact that modern living has more choices and more dilemmas, chores being one of them. The campaign hinges in the fact that in a country that’s all about men it would be liberating to give women the power they so desire.

“How often do you get to work on an idea that’s just for us women folk. Getting the opposite sex to partner you with the housework is often a complaint left unfulfilled. Now you can…at least in the virtual space. Using technology with a great insight this viral is what reaffirms our belief in ideas first. No matter what the medium we need to connect and engage with our consumers. And on women’s day what better than this!!”,says Tista Sen, National Creative Director, JWT India.

Women can make their dream come true and have their partners dance to their tune by logging on to www.dancetomytune.com  and sign in thru Facebook. Once they upload their and their partner’s picture, all they need to do is select the chore that they need done and they have their video ready to see and share. Given that it is strictly for women, men only get to see and not participate!