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Scratching The Surface - The Secret Power Of Pubes / Vitamin Stree

Submitted By Nandini Godara

Description

Vitamin Stree is a video first content channel that is seeking to reshape the narrative for young women in India. And its flagship property, Scratching The Surface is an educational series that uses tongue-in-cheek humour and a table-top format to talk about topics that deeply affect women in India but are overlooked or considered taboo. The film submitted covers one such topic - women and body hair.
Above all, this series is a labour of love, passion and the hard work of many people and I feel lucky to be a part of something that we knew was larger than all of us. What Vitamin Stree stands for perfectly aligns with what is at the core of my beliefs. I am a proud feminist and believe representation is the best way to raise voices that have for so long been muted. I joined the team as a freelance writer during a 2 year hiatus from my job and wrote 17 films for a nominal sum and moved on to directing 11 of those pro bono, setting the editorial voice and visual tone for the rest of the series. It is the work I’m proudest of, and feel the deepest attachment with. In 2019, Scratching The Surface became an official Honoree at the Webby Awards. And watching our audience grow in numbers and the comments section filling up with love, appreciation, and insightful debate, makes it all the more rewarding. We weren’t just creating useful and relevant content, we were in full blown conversation with thousands of women who felt as passionately about these issues!

Objective

This series aimed to raise awareness and scratch the surface on topics that resonate with its key demographic. It was a way to start the conversation, get the ball rolling, and build an audience of loyal and engaged consumers. As of today we have built a 100k+ audience without aggressively boosting views and have covered a range of topics that include health & hygiene, society & traditions, and love, sex & relationships.

Technical Challenge

With a budget of 280$ per film, it would be fair to say that Scratching the Surface is inspired by its restrictions. It was born out of keeping costs to a minimum, yet having a strong editorial voice that is driven by objective analysis and is innovative, profound, yet funny. Towards maximising production and minimising costs, I brought down the execution cycle significantly and went from directing one episode per day to 3 episodes in 2 days, with unending support from the larger team. While all of this was challenging, setting the tone for these films was the biggest personal challenge. The research behind each film is extensive, necessary and had to be distilled into a 3 minute video without losing its core message. And it had to be done in a way that made complex topics easy to understand and enjoyable to watch. It is rewarding for us to see the payoff, with our top 3 videos having garnered nearly 2 million views each.

Client

Vitamin Stree

Media

Television

Market

Non-Profit

Credits

Writer

Nandini Godara

Director

Nandini Godara

Views

60

 

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