Class divide is an unfortunate reality in all parts of the world. Recent reports indicate more than half of global wealth is accumulated in the hands of only 1% of the world population of which approximately half, lives under the poverty line. This is further exacerbated by creating class divides among masses where the upper half is oblivious to the hardships of lower half and treat them like props while sharing the same neighborhoods. Discrimination based on race, creed, color and ethnicity is already affecting millions of lives in terms of unequal economics and education opportunities.
We all see unethical marketing and advertising on a daily basis. Using certain people as props, other times projecting an extremely elitist mindset and ignoring the basic value of equality.
In this campaign, we have highlighted the class divide by switching the roles we traditionally categorise as the “upper” and “lower” class of people. This campaign is not targeting anyone but simple challenging the ethics of marketing world. We tried to flips roles to give our audience a different perspective. Finally we have envisioned a world with equality and no class divide. What a beautiful world that is!
Under my umbrella
Stand by my side and I’ll take care of you
I won’t let you burn under the sun
I’ll be the shade for you
Stand beside me, I won’t leave your hand.
Don’t stand behind me to serve me
Walk with me and we will figure out the journey together.
Fanning you is my pride
You spend hours working in this heat
And hardly receive any appreciation
Let me take away all your grievances
Let me fan for you
Let me hold that water for you
Amidst all this chaos
There’s you and and there’s me
Let’s switch roles for a change
Where you are me
And I’m you
Where I can feel your pain
And you can have my comfort
Let’s imagine a world with no division
No borders and no boundaries
No class division and no inequality
Where we all work together with peace and harmony
What a beautiful world that is!
ACCEPTANCE- it is okay to be uncomfortable. It is okay to accept it. It is okay to sit and ponder with the feeling. And then let it go. Let it go and feel as light as a patang (kite) on the first day of spring. Accept all.
And there I met this wonderful person
Unjustly secluded from our society
Having coffee with her was a delight
Whilst a new sight for the passer-byes
Let’s break these artificial barriers
And convert this into a normal sight
Let’s say no to class divide
Happiness. Grief. Laughter. Tears. Success. Defeat. Amazed. Confused. Determined. Angry. Eager. Frustrated. Silly. Sad. Joy. HOPE. Regardless of our skin color, gender, religion, political beliefs, nationality, self proclaimed social class- we all feel the same emotions. When we all feel the same then why do we discriminate between me and you? Let’s be silly together and watch the world transform into a beautiful place.
EQUALITY- an 8 letter word that has been heard to swallow since the inception of mankind. It shouldn’t be. It’s a simple necessity like gravity reminds us that we all need to be close to our cores. Let go off your egos. Off your pride. And emerge as a new human being listening just to your heart.