HOW ZEE BANGLA’S ‘PHIRKI’ CAMPAIGN SPARKED CONVERSATIONS ON EQUAL RESPECT FOR THE THIRD GENDER

• CLIENT : Zee Bangla
• CATEGORY : Entertainment
• MEDIUM : On-ground Activation

Problem:

The third gender community in India faces widespread stigma, discrimination, and lack of acceptance. As Zee Bangla prepared to launch its Bengali series Phirki, which centres around the struggles and triumphs of the third gender, it sought to create awareness, start meaningful conversations, and generate empathy for the community. The challenge was to translate this bold theme into a campaign that would resonate with the audience and spark change.

Our Solution:

We conceptualised an innovative on-street activation campaign that brought the series’ core message of "equal respect" to life. The campaign used everyday scenarios to challenge societal biases, foster empathy, and create an emotional connection with the audience.

Execution:

The campaign unfolded through a compelling on-street activation in the bustling streets of Kolkata, where members of the third gender dressed as parking attendants interacted with passersby. Through these everyday encounters, they subtly highlighted the prejudice they often face and the need for treating everyone with dignity and respect. This human-centric approach elicited raw, unscripted emotional reactions, catching people off-guard and prompting many to confront their unconscious biases. The interactions often culminated in individuals pledging to accord equal respect to the third gender, fostering a sense of empathy and awareness. The activation was seamlessly integrated with the themes of Phirki, positioning the series as a powerful voice for the third gender community and a platform to challenge societal stereotypes.

Results:

The campaign garnered widespread attention on-ground, driving curiosity and initiating conversations about the show Phirki and its powerful themes. By sparking impactful dialogues around the third gender, the activation successfully challenged societal biases and fostered a greater sense of empathy and understanding among the audience.