Olay - "Ai-Shu"

Publicis Singapore

Publicis Singapore Singapore, Singapore

10548

This ad is part of the ACT Responsible Collection

Brand: Olay
Country: Singapore

Advertiser: Procter & Gamble

Title	Ai-Shu
Agency	Publicis Singapore
Campaign	#STEMTheGap
Advertiser	Procter & Gamble
Brand	Olay
Date of First Broadcast/Publication	2023 / 10
Business Sector	Hygiene & Personal Care Products
Story	Did you know that India boasts the world's highest number of female STEM graduates at a commendable 43%? However, the stark reality is that only an estimated 14% of them are part of the STEM workforce. These numbers underscore a significant drop out after education & work place gender gap that urgently needs addressing. To understand why women are dropping out of STEM careers, in March 2023, Olay India commissioned a survey: 81% of respondents said they dropped out of STEM careers due to the lack of female role models who can pave the way for success. Whereas 88% said having female role models who are excelling in the workplace would influence them to go back to a career in STEM. Overall, 91% of respondents said having a female role model is crucial to staying in a STEM career. These findings inspired the latest instalment of Olay’s #STEMTheGap initiative, which aims to shed light on the glaring absence of female mentors and role models. Ahead of this year's International Day of the Girl Child on 11th October, Olay will begin the next leg of its 10-year program. As a brand rooted in scientific innovation and a deep connection with women, Olay India is taking meaningful steps to provide young girls with mentorship and role models with the launch of a hard-hitting digital film, created in collaboration with acclaimed filmmaker Anand Gandhi. The film delves into India's rich history of remarkable women in STEM and pays homage to the enduring legacies of luminaries like Dr. Anandibai Joshi, Kamala Sohonie, Dr. Janaki Ammal, Kalpana Chawla, among others, showcasing their inspiring journeys. It highlights the urgent need for more female role models in STEM today. The film also sheds light on the societal biases that deter young girls from pursuing STEM careers, emphasizing the crucial role of female mentors. Olay has also launched the beta version of a web-based virtual chat mentor that will offer guidance and information to aspiring young girls seeking to enter the world of STEM—and a wonderful supplement to Olay’s mentorship program. This virtual chat mentor has been created with the help of successful women in different STEM fields in India such as Shannon Olsson (Founder & Global Director of the echo network), Swarna Manjari (Communication Designer), Dr. Vandana Prasad (Community Pediatrician and Public Health Professional), Tarunima Prabhakar (Tech and Policy Research at Tattle Civic Tech and Carnegie India), to name a few, to provide the user with knowledge, resources, and encouragement on their journeys.
Media Type	Digital
Length	233 seconds
Strategic Planner	Pamela Lee
Executive Vice President	Donatien Souriau
Global Client Management	Donatien Souriau
Director of Photography (DOP)	Kartik Vijay
Music Director	Sneha Khanwalkar
Director / Producer	Anand Gandhi
Art Director	Bruno Andrade
Senior Producer	Sharon Leong
Executive Producer	Shirlie Alexis Tay
Regional Head of Strategy	Jordan Price
Senior Art Director	Janath Gamage
Senior Producer	Deepa Limaye
Chief Creative Officer Global Clients	Ajay Vikram
Managing Director	Penny Sadlier
Global Strategy Lead	Ali Rezgui
Creative Director	Vaishnav Balasubramaniam
Creative Director	Sylvie Kinn
Creative Director	Macky Mina
Strategic Planner	Nazlan Nazarudin
Regional Account Director	Khatkhannag Chavalitsakulchai
Senior Account Executive	Jarron Loh
Director	Shirsha Guha Thakurta
Executive Producer	Ramya Rao
Executive Producer	Zain Memon
Director / Producer	Shreya Dudheria
Associate Producer	Aayush Asthana
Research Lead	Aayush Asthana
EVP – Global Client Management	Michelle Whitesides
Cinematography	Satchith Paulose
Colorist	Vineesh Vijayan
Associate Creative Director	Yuste DeLucas
Executive Creative Director	Emmanuel Lalieve
Regional Account Director	Khatkhanang Chavalitsakulchai
Production Designer	Madhur Madhavan
Production Art Director	Swapnil Bhalerao
Editor	Jeevan Jena
Editor	Dharmendra Patella
Costume	Indrakshi Pattanaik
Costume	Kani Kusruti
Casting Director	Utkarsh Bhardwaj
Casting Director	Gábor Jr. Erdélyi
Sound Designer	Bishwadeep Chatterjee
VFX Supervisor	Nishikant Mohapatra
Hair and Makeup	Tarsha Kohli
Associate Director	Nadeem Ahmed
Line Producer	Mohammad Mubashshir
Head of Production	Sammeep S Arora
Post Production	Shiva Paswan
Graphic Artist	Alisha Coelho Pereira
Graphic Artist	Yash Patel
Research Lead	Tammanna Aurora
Music Producer	Shreya Gupta
Lyrics	Shreya Gupta
Lyrics	Samyuktha PC
Voice Talent	Maithili Shome
Cello	Kritskaya Tatiana
Cello	Venkatesh Iyer
Mix	Deepraj Raorane
Production	Oink Films
Production Company	Memesys Studios