16572: BAD, MAD, SAD—EGAD!

 

Newgen Software and Buffalo Soldiers in India hatched this International Women’s Day campaign, offering the lengthy and ludicrous explanation below. A peek at Newgen and Buffalo Soldiers leadership shows the concept is performative propaganda, as the MAD greatly outnumber the BAD at both organizations—which is really SAD.

 

Here’s the explanatory excrement:

 

Newgen Software approached Buffalo Soldiers to come up with a Women’s Day Video that starts the right kind of conversations at workplaces by breaking biases.

 

The Ask:

 

If we are sparking conversations that challenges the prevailing notion, we need a first of a kind extended campaign in the B2B space that addresses how Newgen breaks systemic biases and raise awareness about the theme of “Investing in Women.”

 

The Campaign:

 

We suggested featuring female leaders to tackle ‘How women are simply perceived as ‘BAD’ at corporate roles’. In the development phase, the idea of men joining the convo too was explored and how ‘MAD’ they are to always motivate their women peers and facilitate room for their growth. Because it’s time to UNBIAS.

 

In the face of modern day adversity, women have stopped limiting themselves to sheer circumstance. They have become the voice of change, the wind that inspires a new era. Their work has brought not just promises to life but a change in perception. So when others think women are BAD, we believe them to Be A Differentiator.

 

In the case of gender equality, men have been key motivators for women to rise up. It is not about stepping aside or doing favors but giving credit where credit is due, and appreciating talent regardless of where it originates. So when others think men are MAD for supporting change, we believe them to Making A Difference.

 

This Women’s Day in 2024, we captured these mavericks owning stereotypes and busting the myths that have held us back as a society.

 

The digital film was directed by award-winning director Saurabh Dubey, whose debut film ‘Never Ask Why’ won 63 awards across global film festivals in 2023.

 

The digital-first campaign is running across LinkedIn, Meta, YouTube and Newgen’s offices in India and United States.