Believe it or not, in India the moment a couple gets married, society gets eager to know when they would have a kid. Every newly married couple has been asked the question, "When are you going to have a child?" And every time a couple tries to answer it, they always get sshed about it. To normalise the conversation, we created a tongue-in-cheek video to educate couple that hushing down about contraception and family planning is not okay. That is how #ShhNotOkPlease was crafted. We set up the film around a wedding, with the most relatable characters found at an Indian Wedding being featured as the central characters. The scenarios were depicted through a fun song and dance format, which captured our user’s attention. The lyrical narrative created for the video featured intrusive instances of inquiries that family members make to newlyweds and their tongue-in- cheek response to such queries. Since the challenge in hand was to reach out to tier 2 and tier 3 cities of India, we decided to translate the hummable music into 4 different languages, thereby localising the content and context.
