MUMBAI — Google India is supporting a new initiative to help women online with a campaign created by Lowe Lintas and Partners.
The initiative, carried out in collaboration with brands such as Hindustan Unilever, Intel, Axis Bank and Future Group, looks to increase digital literacy among women; it features a website as well as a toll-free helpline for women to call in case they get stuck while on the web. On-ground activations support the initiative.
The film begins with a young woman heading out for the day. She calls out to her mother, asking if she remembers everything she's said. They bid each other goodbye, and as the daughter steps out, she hears the sounds of a children as a school bell rings.
The daughter recalls her own first day in school and her mother's instructions to help her. She turns around and re-enters her home to find her mother trying use a laptop. The film ends with both women celebrating the elder’s foray online.
Read more on the initiative here.
This article first appeared on campaignindia.in.