Franklin Templeton has rolled out a campaign, '#ChangeTheSoch'.

Conceptualised by 82.5 Communications, the campaign comprises two films. Built on the insight that financial advice from women is often ignored or dismissed compared to advice from their male counterparts, both films feature a similar story. The films showcase that be it office or home, financial advice from women is often overlooked but if the same advice is shared by a man, it is taken seriously.

What we think about it: Brilliantly addresses the issue at hand and aptly illustrates the problem of women being frequently overlooked as credible sources of financial advice. The ad films are a perfect conversation starter for the gender disparity that exists in the financial space. We loved the bit where the woman's voice change to a man's, after which people around start them seriously.

Geetanjali Sachwani, vice president and head of marketing, Franklin Templeton India, said, “We all have a voice. Some a whisper, some a roar. If you can roar, roar for those who can’t. If you can only whisper, keep trying because every roar was once a whisper. A woman with a voice is a strong woman. But the search to find that voice can be remarkably difficult. And at Franklin Templeton, we have used “voice” to bring a change in "soch". Through this campaign, we are trying to find a voice which calls out that women are equal to men in life and investments.”

Anuraag Khandelwal, CCO, 82.5 Communications, added, “It’s always lovely to partner with clients who want to create work that not only engages but also challenges deeply ingrained biases and real problems. We created #ChangeTheSoch as an initiative to confront the issue of gender disparity in financial credibility head-on. This campaign highlights the different receptions of identical advice based solely on the gender of the speaker, encouraging viewers to reflect on their own biases. Advertising, when thoughtfully executed, can transcend its commercial purpose and become a catalyst for societal change. Through this campaign, our humble effort is to empower women to assert their rightful place in the financial sector, whether as informed investors or as respected advisors.”