 Welcome back now Amazon India has rolled out this new ad film across social media channels it's conceptualized by ONM it's a social experiment conducted on six couples it was all captured on video they gave each woman 5000 rupees shopping vouchers and told them to go out and shop so it seems like a dream but this film what it's trying to do is break down the many stereotypes associated with women going out shopping it shows what a woman really shops for we have Russell Barrett chief creative officer at BBH India breaking this one down for us we live in a 2BHK one bedroom is full of slippers if you want to make her happy just say let's go shopping and her face close if there's a scarf then you need maybe matching lipstick or something to go in the year so it's sort of like a chain reaction like a domino effect I like the starting point of the Amazon idea because it's a it's a great observation as as a man opining about how one shops it feels like you know this is the cliche this is all this is the thought that you'll first come up with which is like no oh they're they're shopper Holly anywhere between 10 and 15 pieces of clothing mostly it's about her clothes her party wear clothes ethnic wearer I don't know a cheese linear three to which is the idea gives a lot of this design and it's true I mean I showed it to people around my office made a lot of them and that's exactly what I said and so that starting point was was was absolutely accurate it you immediately draw people into the cosmetic jewelry she loves that she has to pick up a lot of that wherever she sees it I will launch sleeper I will launch sometimes it's like a long break when she just doesn't shop mostly it's dressing her party wear clothes make wearer you should open and see what I've shopped and then I think that the twist towards the end of the ad where you know you realize and again it's another truth that the woman isn't shopping for herself always there's there are a lot of responsibilities that she has and she is shopping for the family and she's shopping for the kids and shopping for stuff that the guy has not even thought of just yet and the the nice the really nice bit about this is that the way it's been told the tone and manner and and the sort of sense of control to the storytelling was great it's time for you to really see what I would shop you want me to open it for me that's you that is my lipstick but it's okay it's a small thing okay is a nice choice it would be so easy to go over the top on an idea like this and have people like you know overacting and you know being over embarrassed then and I think it's tastefully done it it could have been a little shorter but I still think it's tastefully done I really like the watching it and I'm pretty sure that there are many people who watch it together with their spouses and you know get either punch in the arm or have to have an embarrassed nigga clothes clothes right okay I was wrong badminton rackets because we both used to play it's been 10 years because they've done stuff like this and that's great when advertising sort of you know borrows from from life and then connects it back to life again the opportunity of him going out shopping is very little because his work keeps him occupied so since I have time on hand I prefer pitching in and shopping for him I think it's a stereotype it's been too long that men have learned to think that we about women so thank you to job I get blame for being self-indulgent with a really interesting message and for a really pertinent brand I think Amazon and the agency has done exactly that with this communication we're branded as shopaholic because we're women and we're the ones who do it so we're just branded as shopaholic he just say anything obviously he just thinks that he's living with his mother or something like that