Ruchir Joshi, Content Head, Culture Machine, talks about its latest series, Mothers and Daughters and how the brand is working on capture the trends in the market and tailoring content around it
AT CHANNEL BLUSH, THE IDEA IS TO OPEN UP CONVERSATIONS & BRING OUT STORIES WE HAVEN’T HEARD EARLIER: UCHIR JOSHI
Culture Machine’s Channel Blush has been a front-runner in coming up with content that helps start conversations around breaking gender stereotypes. The channel’s latest offering, Mothers and Daughters, is another step towards addressing some issues that most women would identify with but never talk about. Talking about the series, Ruchir Joshi, Content Head, Culture Machine, says, “With the new offering, we wanted to explore the relationship between a mother and daughter, which we feel is one of the most complex and layered relationships. The idea was to open up the conversation and bring forth stories we haven’t heard before or talk about subject matters in the women’s lives that haven’t really been explored extensively.”
The first episode titled ‘Last Name’ deals with a mother-daughter conversation around a woman not changing her last name after her marriage. The episode tries to deal with a sensitive topic through the eyes of a young girl who is still learning the meaning of words like identity and choice.
The channel will also come up with another series under the title ‘My First’. Joshi says, “My First is going to be a series featuring younger girls talking of any experience, like relationships, or the experience of driving a car for the first time or riding a bike. We felt that these are eye-opening, mind-opening experiences and capturing the moments, the heartbreak or exhilaration that they go through would help us connect with a lot of women.”
One piece of content that was widely shared and liked on social media was Dove’s campaign #ChangeTheRhyme which was conceptualized by Blush and which gave a spin to a popular rhyme most of us have been taught as children, ‘Chubby Cheeks’.
So, are more brands showing an interest in talking about gender stereotypes and trying to do their bit to break them? “Change the Rhyme is a good example of how we approach our content. We have developed a software called ‘Video Machine’ which has helped us marry technology and art. We also have a data analysis system that we call ‘Intelligence Team’ which takes data from across the universe of content and gives us an analysis on the trends that are working in the market. So, we pick out the trends and talking points that excits a lot of brands. No other brands in the market capture women’s interests the way we do, which is why brands are really excited to come on board every time we are doing a piece,” Joshi says.
(As told to Samarpita Banerjee)
