Muthoot Group has rolled out a campaign on the occasion of Women’s Day that imagines a man navigating the relentless juggle of work, home, and caregiving typically shouldered by women.

The ad, conceptualised by ABM Communication, showcases a hypothetical narrative of ‘what if a man had to step into a woman’s shoes for a day?’ The film explores this thought through a simple, relatable narrative of a man attempting to manage the whirlwind of responsibilities many women handle daily - home, work, family, and everything in between.

What we think about it: While the film begins on a promising note, the narrative stops short of nudging men towards shared responsibility, retreating into a familiar trope - glorifying women’s sacrifices and closing with a perfunctory 'thank you.' A call for sharing the load, or behavioural change would have made the message far more meaningful, instead of merely decorative. So - no, thank you, Muthoot.

The film was released on YouTube on 7 March.