“Sapno Ka Koi Gender Nahi” — Kaatelal & Sons PR Campaign
A focused PR campaign that positioned Kaatelal & Sons as a strong social message,
using media outreach and artist interactions to highlight women breaking stereotypes.
Campaign Overview
To launch ‘Kaatelal & Sons’, Sony SAB initiated the campaign “Sapno Ka Koi Gender Nahi Hota”. The show narrates the inspiring journey of Garima and Susheela, who take up their father’s business of running a local men’s hair salon in Rohtak, challenging the notion that certain professions are gender-specific.
Breaking Stereotypes
The core objective was to assert that professional capability is defined by skill, not gender.
The Story
Megha Chakraborty & Jiya Shankar star as sisters proving their worth in a male-dominated industry.
THE HURDLES
Key Challenges
Concept Education
Explaining the nuanced concept of gender-neutral dreams to the media effectively.
Artist Interactions
Arranging seamless interactions between the new cast members and the press.
Driving Coverage
Ensuring the media not only attended but actively covered the campaign's social message.
Continuous Follow-ups
Maintaining buzz through rigorous follow-ups to maximize campaign visibility.
THE SOLUTION
COMPREHENSIVE PR STRATEGY
A campaign delivered through powerful storytelling, music, and direct dialogue with the talent.
Press Release
Music Video Launch
Artist Q&A
01
Press Release & Narrative
The campaign was kicked off with a compelling press release detailing the “Sapno Ka Koi Gender Nahi Hota” initiative, setting the stage for a conversation about gender roles in professional spaces.
02
"Khol Dimaag Ka Shutter"
We leveraged the music video “Khol Dimaag Ka Shutter” to engage a younger audience. The song’s message (“Open your mind”) served as a catchy anthem for the show’s philosophy.
03
Addressing Stigmas
The new talent (Megha and Jiya) actively addressed societal stigmas during interactions. They moved beyond promotional talk to discuss real issues of gender bias, making the coverage more meaningful.
04
Direct Media Q&A
A structured Q&A session allowed the media to ask direct questions to the cast, fostering a transparent environment and ensuring that the show’s core message was accurately conveyed in reports.
Headlines That Made Waves
The campaign garnered significant attention from top-tier publications.
Campaign Spotlight
"Sapno Ka Koi Gender Nahi Hota: Sony SAB challenges stereotypes"
Extensive coverage on the campaign’s launch and core philosophy.
Cast Interview
"Megha & Jiya on taking over a men's salon in Rohtak"
In-depth interviews discussing the actors’ preparation for the roles.
Show Launch
"Kaatelal & Sons brings a fresh perspective to TV"
Reviews and features highlighting the unique plot of the show.
Outcomes
Unmatched Visibility
Reception
Well received by media
Coverage
All top newspapers
- Key Achievement
This became one of the first Sony SAB campaigns to garner maximum media interest, successfully establishing the “Sapno Ka Koi Gender Nahi Hota” narrative across platforms.
Conclusion
By effectively combining a strong social message with engaging talent interactions and creative assets like the music video, PR24x7 successfully created high recall for the show launch.
“The campaign not only introduced the show but started a relevant conversation about gender roles in India.”
Featured in Leading Media Outlets
