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Gen Z Chudail
Brand: Youtube India
Client: Youtube India
Entrant: Bare Bones Collective

Baby Blue Elephant

Entry Title:	Gen Z Chudail
Brand:	Youtube India
Client:	Youtube India
Entrant Company:	Bare Bones Collective
Description:	YouTube India wanted to reinforce the presence of Fashion, Beauty, and Lifestyle content on its platform among female Gen-Z audiences by creating a film with cultural resonance. Ganji Chudail (meaning ‘Bald Witch’), a silly animated character, had taken the Indian internet by storm. We wanted to leverage the character’s massive popularity, but we knew we had to push the creative envelope significantly to break through the clutter. We realised that so far, the character had ONLY existed in an animated avatar, whether as an original or parody. So we created Gen-Z Chudail. (Gen-Z Witch), the first-ever live-action version of Ganji Chudail. And to play the character, we got Neena Gupta on board. A veteran Bollywood actress whom Gen-Z women adore for being authentic and stylish. In our film, Ganji Chudail kidnaps 3 of the most popular Indian YouTubers from the fashion, beauty and lifestyle space. So they could turn Ganji from a “meme” to a “babe.” Through this film, we took a silly meme and transformed it into a style icon. The film went viral and received extensive news coverage. The results: 6M organic views across platforms. Massive press coverage, over INR 1.3 Cr in earned media.
English Translation:	GENZ CHUDAIL - ENGLISH TRANSLATION 0:01 V/O: Once upon a time, three YouTubers were kidnapped by… the BALD WITCH. 0:11 GC: I’m tired of being a meme… now the three of you will turn me into a babe. Shivshakti: And what if we don’t. GC (holding up their YouTube channels): Accounts, delete! ALL: We’ll do it! We’ll definitely do it! CUT TO: 0:31 Sakshi: Typical lack of inclusivity. CUT TO: 0:37 YouTuber (on screen): The shade match is mind-blowing… so my skin looks very even. CUT TO: 0:43 YouTuber (on screen): The mascara wand on your eyelashes. CUT TO: 0:49 Shivshakti (O.C): A nailcutter is not going to work 0:53 Supers on screen: Bald Witch Brat Witch Casual Witch Office Witch Snacc Witch CUT TO: GenZ Witch. 1:06 Sakshi: OH MY GOD, SLAAAAY Shivshakti (V/O): Sister, next time just go to YouTube okay?
Company Credits:	Creative Agency: Bare Bones Collective
Company Credits:	Production House: Bang Bang Mediacorp
Individual Credits:	Chief Creative Officers: Anuya Jakatdar, Girish Narayandass Chief Operations Officer: Swati Dua Lead Account Manager: Natasha Neroy Copywriters: Anuya Jakatdar, Girish Narayandass Art Director: Arpita Sawant Director: Ryan Mendonca