This International Women's Day, let's redefine BAD and MAD! Stand out, break barriers, and redefine success. Together, let's build a world where BAD and MAD unite for equal opportunities. #IamBAD #IamMAD #WeAreNewgen #InvestInWomen #InspireInclusion


Newgen Software approached Buffalo Soldiers to come up with a Women’s Day Video that starts the right kind of conversations at workplaces by breaking biases.

The Ask:

If we are sparking conversations that challenges the prevailing notion, we need a first of a kind extended campaign in the B2B space that addresses how Newgen breaks systemic biases and raise awareness about the theme of "Investing in Women."

The Campaign:

We suggested featuring female leaders to tackle ‘How women are simply perceived as ‘BAD’ at corporate roles’. In the development phase, the idea of men joining the convo too was explored and how ‘MAD’ they are to always motivate their women peers and facilitate room for their growth. Because it’s time to UNBIAS.

In the face of modern day adversity, women have stopped limiting themselves to sheer circumstance. They have become the voice of change, the wind that inspires a new era. Their work has brought not just promises to life but a change in perception. So when others think women are BAD, we believe them to Be A Differentiator.

In the case of gender equality, men have been key motivators for women to rise up. It is not about stepping aside or doing favors but giving credit where credit is due, and appreciating talent regardless of where it originates. So when others think men are MAD for supporting change, we believe them to Making A Difference.

This Women’s Day in 2024, we captured these mavericks owning stereotypes and busting the myths that have held us back as a society.

The digital film was directed by award-winning director Saurabh Dubey, whose debut film ‘Never Ask Why’ won 63 awards across global film festivals in 2023.

The digital-first campaign is running across LinkedIn, Meta, YouTube and Newgen’s offices in India and United States.

This professional campaign titled 'a BAD, MAD world' was published in India and United States in March, 2024. It was created for the brand: Newgen Software Technologies Limited, by ad agencies: Buffalo Soldiers and Eating Potatoes. This Design, Digital, and Film media campaign is related to the Electronics, Technology industry and contains 9 media assets. It was submitted 3 months ago by Co-Founder & CEO: Sumon K Chakrabarti of Buffalo Soldiers.


Agency: Buffalo Soldiers 
Production House: Eating Potatoes
Creative Concept: Arnab Kundu, Dhruv Sinha, Sumant Chawla
Assistant Creative Director: Sankab Changmai
Lead Photographer: Prayash Padhi
Director: Saurabh Dubey
1st Assistant Director: Astha Singh
Lead Editor: Saurabh Dubey
Music: Saurabh Dubey
Editor & Colourist: Moin Khan
Lead Design: Sumant Chawla

Script: Sumon K Chakrabarti
Design : Aditi Aggarwal
Motion Graphics: Divya Aggarwal & Saurav Suresh
Accounts Head: Arnab Kundu
Senior Account Manager: Shreyas Verma
Junior Account Executive: Parth Solanki
Producer: Rishi Kalkal
Production Designer: Astha Singh
DoP: Ajinkya Galav
Location Manager: Rishi Kalkal & Parth Solanki


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