My Choices Foundation's Children's Day Campaign focussed on children deprived of childhood

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My Choices Foundation

In an ode to showcase the tragedy of child labour and trafficking, dentsu Impact has launched a new film in association with My Choices Foundation and Saregama Caravan.

The campaign by dentsu Impact and My Choices Foundation revolves around the several places where a child was forced to be an adult and instead of building their future, they are engaged in chores.

Currently, millions of child labours in India are employed across the country in various segments like homes, factories, construction sites, and elsewhere. Popularly referred to as 'Chotu', these children often deal with menial, backbreaking, and dangerous jobs. The campaign highlights their plight and urgest to take action.

Speaking on the film, Anupama Ramaswamy, Managing Partner and National Creative Director, dentsu Impact said, “Seeing little children working to make ends meet is the worst form of pain. But we walk away, without reporting it. We need to help organizations like My Choices Foundation in whatever way we can. Because they work hard to help such children get their life back. Why did we choose to launch the film on Children’s Day? We believe the contrast of using an occasion, which celebrates children to highlight their suffering, will make the bitter truth come into light more strongly. It is my hope that with more people understanding the message of the film, they will raise their voices against child labour, and help usher in change.”

Also Read: #Throwback Campaigns raising awareness about cruelty of child labour

Elca Grobler, Founder, My Choices Foundation added, "Although there was much to celebrate on this Children's Day, we should also note that there are too many children who still do not enjoy full rights and free choices. My Choices Foundation tailors programmes to empower them, so they can make choices to live their lives free from violence, abuse and exploitation. We aim to see the transformation of India into a safe place for children, and we hope this film will help us do that.”

The director of the film, Shashanka Chaturvedi aka Bob, Good Morning Films commented, “Anupama had mentioned this one incident to me on child trafficking, and it really shook me up. It was the driving force for me to make this piece. It’s something we need to address besides so many others in our society and create awareness. If we start by stopping child labour at home, at work, and everywhere else, this piece will have done what it needs to do.”


  • Client - My Choices Foundation
  • Team - Elca Grobler, Archana Brian, Manjulika Chellapan
  • Creative Agency – Dentsu Impact 
  • President – Amit Wadhwa
  • CCO – Soumitra Karnik
  • Managing Partner & NCD – Anupama Ramaswamy
  • Managing Partner - Ajit Devraj
  • Chief Films Officer – Suprotim Day 
  • Associate Vice President, Films - Dawa Lama
  • Group Creative Director – Monish Gupta
  • Creative Director – Deepak Bhandari, Priyanka Dandia
  • Account Management – Avinash Chandra
  • Digital Team – Binodan Sarma, Leepakshi Nagrath
  • Production house - Goodmorning Films 
  • Director: Shashanka Chaturvedi
  • Executive Producer: Vikram Kalra
  • Producer: Robin D'Cruz
  • Cinematographer: Shashanka Chaturvedi 
  • 2nd unit cinematographer: Robin D’Cruz 
  • Editor: Shashanka Chaturvedi
  • Casting Director: DM Stars
  • Wardrobe Stylist : Shaktirupa Bhattacharya 
  • 1st AD: Kaushal Shah
  • DA's: Gaurav Gupta 
  • Music: Saregama 
  • Post Production Head: Bharat Arote
  • Post Supervisor: Manish Dabhole
  • Colourist : Joeseph Bicknell (company 3)
  • Online Artist: Abhijeet Debnath
  • Post Houses: Good Morning, Boing Studios 
  • Sound Engineers: Deepanshu Roy