Vibha Bakshi

Director/Producer
Responsible Films

Mumbai

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“It's time to go beyond pricing, packaging and product and balance it it with social purpose.”

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Dr Vibha Bakshi is a critically acclaimed, multi-award-winning film director and producer whose films have helped to unleash global movements for change. Bakshi’s latest film ‘Son Rise’ addresses issues of gender injustice, landing numerous awards including India’s National Film Award and the 2022 Global SABRE Award. United Nations Academic Impact has selected the film for promotion of human rights through higher education across 1,400 institutions in 147 countries, and it is also being showcased as part of the UN's global #HeForShe movement across 71 priority countries. Bakshi’s previous groundbreaking National Award-winning documentary 'Daughters of Mother India' put the spotlight on the burning issue of rape and gender violence, and was named the world’s most awarded social campaign by PRovoke Media’s Global Creative Index in 2017.

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How do you define innovation?
When individuals or teams can work together in amplifying the urgency of issues and unleash movements of change in society.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
In all humility, I would say the SON RISE movement - where Weber Shandwick used the power of the multi- award winning documentary 'SON RISE' to rally men and boys to create a bold and united force to end gender based violence. Honoured to share that my film has been selected as part of United Nations Academic Impact Program to screen the film across 1,400 universities in 147 countries. The film is also part of UN's global HeForShe movement across 71 priority countries. Last year, 'SON RISE' kicked off UN Activism Week at Dubai Expo where 50 countries signed the pledge t0 rally the youth for a safer and equitable world.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Weber Shandwick - `I have worked closely with Valerie Pinto, CEO WS India to see the how a film can be transformed into a movement with innovative PR and marketing. And we succeeded.

Describe a moment in your career that you would consider to be innovative.
Right after the horrific and brutal rape and murder of Nirbhaya, I decided to use the power of film to bring hope to viewers on the burning issue of gender violence - because without hope no fight can be won, and the fight for a safer and more equitable world is a fight we cannot afford to lose. Our National `award winning documentary film 'Daughters of Mother India' was screened at 150,000 to sensitise the force.Global Creative Index 2017 ranked it the most awarded PR campaign in the world

How do you get out of a creativity rut?
By reminding myself of the commitment and conviction to the issue and the ability to usher change, I have the most dedicated team whose craft and creativity keeps me inspired.

What advice would you give to the PR industry around embracing innovation?
The pandemic has woken us up to a new reality. It's time to go beyond pricing, packaging and product and balance it it with social purpose. It's time to raise the bar on creativity and have meaningful conversations - to rebuild a stronger and better world.

What would you be doing if you weren't doing your current job?
I would continue to tell stories...to change lives..one story at time.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
I document the lives of ordinary people who do 'extraordinary' things. It is these real life heroes who keep me inspired.

How would you like to see work culture, and the role of the office, evolve?
Businesses need to clearly state their values and and tie them to their business strategies. It comes down to purpose in creativity.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
The pandemic was a humanising moment - let's build on this for a better and stronger tomorrow. Purpose and creativity need to meet where we can have mindful and meaningful communication that support the company's purpose. This is achievable but requires long term commitment.