Dentsu Launches #ChotuKaChildhood Campaign With A Chilling Child Labour Film
This Children’s Day, Dentsu Impact launched a chilling film that chronicles the stories of child labourers who have to go through backbreaking dangerous jobs in factories, construction sites, homes, restaurants, eateries and tea shops to support their family.
Despite the right to education act and anti child labour law, these child labourers haven’t vanished from society rather they remain hidden, quite skilfully robbed of their childhood and their future.
“There can be no keener revelation of a society’s soul than the way in which it treats its children.” said Nelson Mandela.
Stories of ‘Chotus’ – The Child Labourers
Through this film, Dentsu International showed the stories of these child labourers who often go by the nameless ‘chotu’ in every industry that they serve in. The film is made in association with My Choices Foundation and Saregama Caravan.
Since Children’s Day and Diwali fell on the same day this year, the organisation thought it to be the best time to address this evil. While we celebrate the victory of good over evil, we are miles away from eradicating the evil of child labour. The film hopes to be a powerful weapon in this battle by giving the issue the attention they deserve.
- The film showcases various versions of Chotus and the hellish world around which they exist.
- It communicates their silent suffering, a voice that the world can hear.
- It also sends out a message that the next time anyone sees such heinous abuses around, s/he must report it and not walk away.
Watch the film here
You can also find it on social media platforms like Facebook, LinkedIn and Twitter where the film was officially released by the agency.
Bringing Back the Chotus To Childhood
Speaking on the film, Anupama Ramaswamy, Managing Partner and National Creative Director, dentsu Impact said, “Seeing little children working to make ends meet is the worst form of pain. But we walk away, without reporting it. We need to help organizations like My Choices Foundation in whatever way we can. Because they work hard to help such children get their life back. Why did we choose to launch the film on Children’s Day? We believe the contrast of using an occasion, which celebrates children to highlight their suffering, will make the bitter truth come into light more strongly. It is my hope that with more people understanding the message of the film, they will raise their voices against child labour, and help usher in change.”
Elca Grobler, Founder, My Choices Foundation added, “Although there was much to celebrate on this Children’s Day, we should also note that there are too many children who still do not enjoy full rights and free choices. My Choices Foundation tailors programmes to empower them, so they can make choices to live their lives free from violence, abuse and exploitation. We aim to see the transformation of India into a safe place for children, and we hope this film will help us do that.”
The director of the film, Shashanka Chaturvedi aka Bob, Good Morning Films commented, “Anupama had mentioned this one incident to me on child trafficking, and it really shook me up. It was the driving force for me to make this piece. It’s something we need to address besides so many others in our society, and create awareness. If we start by stopping child labour at home, at work, and everywhere else, this piece will have done what it needs to do.”
The makers of the film are urging every citizen to report such cases of child labour by calling 1800 419 8588 or visiting www.mychoicesfoundation.org and bring back #ChotuKaChildhood.
- Client – My Choices Foundation
- Team – Elca Grobler, Archana Brian, Manjulika Chellapan
- Creative Agency – Dentsu Impact
- President – Amit Wadhwa
- CCO – Soumitra Karnik
- Managing Partner & NCD – Anupama Ramaswamy
- Managing Partner – Ajit Devraj
- Chief Films Officer – Suprotim Day
- Associate Vice President, Films – Dawa Lama
- Group Creative Director – Monish Gupta
- Creative Director – Deepak Bhandari, Priyanka Dandia
- Account Management – Avinash Chandra
- Digital Team – Binodan Sarma, Leepakshi Nagrath
- Production house – Goodmorning Films
- Director: Shashanka Chaturvedi
- Executive Producer: Vikram Kalra
- Producer: Robin D’Cruz
- Cinematographer: Shashanka Chaturvedi
- 2nd unit cinematographer: Robin D’Cruz
- Editor: Shashanka Chaturvedi
- Casting Director: DM Stars
- Wardrobe Stylist : Shaktirupa Bhattacharya
- 1st AD: Kaushal Shah
- DA’s: Gaurav Gupta
- Music: Saregama
- Post Production Head: Bharat Arote
- Post Supervisor: Manish Dabhole
- Colourist : Joeseph Bicknell (company 3)
- Online Artist: Abhijeet Debnath
- Post Houses: Good Morning, Boing Studios
- Sound Engineers: Deepanshu Roy