Chhoti Soch | Urban Company

Happy Ending?
Across the world, countless masseuses were shamed as sex workers who give 'happy endings'.  One Indian ad dared to change that. Urban Company, India’s biggest aggregator of at-home blue-collar services has been on a mission to start a conversation about dignity of labour. We realized the stigma around masseuses as sex work keeps thousands away from this wellness profession. And the ones who cross this bridge, like the 4000+ trained Spa professionals at Urban Comapny, are forced to lead double lives to escape societal judgement.

Our protagonist, a masseuse, reclaims the meaning of ‘happy ending’ by emphasising on how her training in massage therapy truly delivers a happy ending - for every new mother facing postpartum and every unpaid and overworked homemaker in India. 

By reclaiming the phrase ‘happy ending’, we reclaimed the masseuse's role as a healthcare professional and broke societal perception about touch-based wellness.