Urban Company Challenges Perceptions of Entrepreneurship in New Ad, ETBrandEquity

Urban Company has released a new short film, “Chhote Sapne?” as part of its ongoing “Dignity of Labour” series. The film, created in collaboration with Superfly Films, aims to reframe the public perception of the company’s service professionals, highlighting them as micro-entrepreneurs.

The film addresses a common societal bias that associates entrepreneurship with a specific appearance or background, such as having a LinkedIn profile or using startup jargon. It portrays a scene where a customer initially looks down on a female Urban Company professional’s work. The narrative then shifts to show how the professional’s work is, in fact, her own business, built through her skills and effort.

The film was designed to confront unconscious biases. By contrasting the professional’s tool bag with a customer’s laptop bag, the film highlights a class divide and prompts viewers to reconsider their views on those who perform unseen labor.

According to Kartik Ahuja, Senior Manager of Brand at Urban Company, the film questions whether all forms of entrepreneurship are viewed equally in India. He stated that the entrepreneurial drive is defined by mindset and determination, not social status. Ahuja also pointed out that many of Urban Company’s female professionals are earning significantly more than their peers in the traditional market, and in some cases, more than their husbands, which he described as both an economic and cultural shift.

The film’s quiet honesty is being positioned as its most appealing aspect. The film intends to bridge the “invisible walls” that people often build between themselves and others, reminding viewers that every worker has a life and story similar to their own.

“Chhote Sapne?” is the fifth installment in the “Dignity of Labour” series, which previously explored topics such as respect and gender bias. The new film seeks to deepen this conversation by challenging the definition of entrepreneurship and encouraging viewers to recognize the ambition in what they might otherwise see as ordinary work.

Watch the film on ETBrandEquity here:

• Published On Sep 9, 2025 at 12:09 PM IST

Join the community of 2M+ industry professionals.

Subscribe to Newsletter to get latest insights & analysis in your inbox.

All about ETBrandEquity industry right on your smartphone!

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}