SUB CATEGORY :

CINEMATOGRAPHY

COMPANY ENTERING :

PUBLICIS GROUPE, SINGAPORE

TITLE :

OLAY AI-SHU

BRAND :

OLAY

ADVERTISER :

PG ONE

AGENCY :

PG ONE, SINGAPORE

CHIEF CREATIVE OFFICER - SOUTHEAST ASIA :

AJAY VIKRAM

EXECUTIVE CREATIVE DIRECTOR :

EMMANUEL LALLEVE

CREATIVE DIRECTOR :

VAISHNAV BALASUBRAMANIAM

ASSOCIATE CREATIVE DIRECTOR :

YUSTE DELUCAS

SENIOR ART DIRECTOR :

JANATH GAMAGE

SENIOR PRODUCER :

SHARON LEONG

CLIENT SERVICES DIRECTOR – GLOBAL CLIENTS :

MICHELLE WHITESIDES

REGIONAL ACCOUNT DIRECTOR :

KHATKHANANG CHAVALITSAKULCHAI

SENIOR ACCOUNT EXECUTIVE :

JARRON LOH

STRATEGIC PLANNER :

PAMELA LEE

FILM PRODUCTION COMPANY :

MEMESYS CULTURE LAB, KOLKATA

DIRECTOR :

ANAND GANDHI

CO-DIRECTOR :

SHREYA DUDHERIA

CINEMATOGRAPHER :

SATCHITH PAULOSE

EXECUTIVE PRODUCER :

ZAIN MEMON

PRODUCTION DESIGNER :

MADHUR MADHAVAN

ART DIRECTOR :

SWAPNIL BHALERAO

COSTUME DESIGNER :

INDRAKSHI PATTANAIK

POST-PRODUCTION COMPANY :

MEMESYS CULTURE LAB, KOLKATA

EDITOR :

JEEVAN JENA/DHARMENDRA PATELLA

ENGLISH SYNOPSIS :

While india has the highest female stem graduates at 43%, only 14% stay in their fields. Why? lack of female role models and mentors.
Instead, they’re bombarded by cultural and gender bias and tremendous family expectations. So to #stemthegap, olay gathered the voices of top female scientists in india, their real-life experiences and 500+ pages of data, and created ai-shu.
AI-SHU is a web-based chat mentor that offers invaluable guidance to indian women pursuing stem careers. AI-SHU is unique because she is ai combined with real-life wisdom and practical advice.
We also partnered with vlookup and lead schools to connect women with mentors. finally, we created a ground-breaking film about 5 iconic indian women. It garnered 3.2m views in 48 hours and over 23m+ views to date.
In a time when women are always hearing that they can’t, here’s the collective voice of great women telling them that they can.

ENGLISH CONTEXT EXPLANATION :

Globally, women represent 26% of the stem students. India, however, boasts an impressive 43% of women graduating in those fields, yet only an estimated 14% of them are part of the stem workforce.
We already knew there was social pressure on indian women to drop out after graduation because, according to their family, “A diploma is good enough to get a good marriage” and Indian girls are often told that stem fields are more of a boy thing.
But through our own research with leading female scientists, we realised that the main culprit for the issue, in India, was the lack of prominent female role models and mentors.
Without any supportive voice to help them navigate a male dominated world, most feel isolated and give up, perpetuating the gender gap in stem.