Urban Company has released the fourth instalment of its powerful Dignity of Labour campaign, conceptualised by Fundamental. The new short film subtly but strongly addresses India’s ingrained bias between blue-collar and white-collar migration.
The film contrasts the admiration for white-collar professionals moving from small towns to cities with the quiet prejudice against blue-collar workers making similar moves. It exposes how society unconsciously ranks one journey as more worthy than the other-despite both being rooted in ambition, struggle, and perseverance.
Neeraj Kanitkar, co-founder of Fundamental, shared, “We asked: are some dreams more valid than others? Whether it’s an MBA engineer or an AC repair technician, both are striving for a better tomorrow. That shared drive is what this story aims to spotlight.” The team collaborated with dialect consultant Ravi Pandey to ensure authenticity in language, finally choosing “bohaar,” a term rooted in eastern dialects, to hint at the technician’s background. Director Shachi Malhotra and casting director Kavish Sinha further emphasized realism by selecting performers true to their characters’ origins.
Ambalika Sen, managing partner at Fundamental, noted, “This project found us because of shared values. Urban Company’s commitment to service and dignity gave the film real purpose-it’s not just another campaign.”
Tarun Menon, senior director, marketing at Urban Company, added, “This series aims to challenge unconscious hierarchies in the service economy. We hope this story helps viewers see the shared pride and grit in all kinds of work.”
