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This Women’s Day, brands give women wings to fly high

Continuing their association with International Women’s Day, brands are going the extra mile to help women break paradigms and beliefs that have long dominated the society’s mindset

From fighting stereotypes to defying gender roles to encouraging women to dream big, brands such as Godrej, Mahindra, Zee, Diageo, Dabur, The Body Shop and others are empowering women through their latest campaigns on International Women’s Day.

Godrej Appliances

#LetsStartRight

Godrej Appliances, with its latest Women’s Day campaign, fights subtle gender stereotypes by effortlessly marrying the philosophy of ‘Things Made Thoughtfully’ with the hashtag #LetsStartRight.

The film shows a seemingly progressive household that agrees with the mainstream belief of women empowerment and equal opportunities. The father-in-law of the house admires it even when a positive change is seen happening in the society outside. But when it comes to his own home, unknowingly, the stance is different. A female fighter pilot on TV is lauded, but the daughter-in-law of the house is advised to leave her corporate job and be in what is deemed to be a more ‘female-friendly’ profession.

The film ends by seeding in a new thought, a new way of thinking with the message, ‘Let’s start at home. #LetsStartRight’.

The Video:

Mahindra and Zee

Mahindra & Mahindra Ltd. and Zee Entertainment Enterprises Limited (ZEEL), a media and entertainment powerhouse, celebrated International Women’s Day with the release of a nationwide campaign on the Prerna initiative.

Designed to bring to light the challenges that women farmers face and empower them as change-makers in agriculture, this campaign highlights how Prerna is a strong change catalyst. Conceived by Lowe Lintas and directed by National Award-winning director Paresh Mokashi, the story of this film is rendered through an innocent child and his mother, who is a farmer.

The Video:

Bajaj Allianz Life Insurance

#LifeGoalsSeeNoGender #LifeGoalsDone

On the occasion of Women’s Day, Bajaj Allianz Life launched its latest digital campaign, showcasing that the life goals for men are same as women and goals see no gender. 

The Video:

Dabur

#WomenCan

Dabur India Ltd., an ayurvedic products manufacturing company, felicitated its women employees on the occasion of Women’s Day with the screening a special film dedicated to them. The film shows that women can break paradigms and beliefs that have long dominated our mindset. All that has been made possible because of the work environment and opportunities it has provided for women.

The film, with the theme #WomenCan, celebrates various women successfully undertaking multifaceted roles at Dabur, in functions that were previously dominated by men. The video highlights the strengths of the contemporary women, which at Dabur range from intensive contributions in the fields of marketing, sales, finance, information technology and innovation. It showcases the unshakable intent of a woman when she chooses to do what a #WomenCan.

The Video:

ITC’s Vivel

ITC’s personal care brand Vivel celebrated the power of women by recognising the meaningful contribution of its women employees at its Kolkata headquarters. Hoardings and social media posts were put up with the pictures of ITC’s women employees who, through their tireless efforts and deep commitment, continue to be a significant driving force for its growth and success. The brand shared a video where Supreme Court advocate Karuna Nundy explains how the law can protect women at home and at work. As knowing your rights is the first step towards equality.

The Video:

The Body Shop

On the occasion of Women’s Day, The Body Shop, a beauty brand, pledged its support to women’s cricket in India and encouraged these young girls to dream big.

To empower the campaign, ‘Little Girl Dream Big’, The Body Shop collaborated with three top cricketers of the India Cricket Team  – Smriti Mandhana (opening batsman, World No 1. ICC ODI ranking), Jemima Rodriques (all-rounder, ICC World no. 2) and Radha Yadav (ICC rank No. 10) -- to inspire and galvanise young talent of the country and urge them to chase their dreams on the cricket pitches and in life.

The Video:

Goodknight Fabric Roll-On

To commemorate International Women’s Day, Goodknight Fabric Roll-On from the house of Godrej Consumer Products Ltd. (GCPL), unveiled Goodknight Stories, a digital video featuring the inspiring story of Mithali Raj, the most influential woman in sports and captain of the Indian women’s cricket team.

Through the real life story of Mithali Raj, Goodknight stories is inspiring kids to go outdoors to let the champion inside them be free. This digital video urges that kids should not hold back and be allowed to follow their dreams to keep thriving till they strike gold. Goodknight stories aim to share with mothers that outdoor activities are a must for a child’s holistic development, along with studies. While kids engage in outdoor activities, Goodknight Fabric Roll-On will ensure complete protection for them.

The Video:

Franklin Templeton

#InvestForProgress

Franklin Templeton’s a global investment firm has come out with a campaign themed  #InvestForProgress for Women’s Day. It gives an ode to these strong, resilient and ambitious women who strive for greatness. It also encourages them to break one more barrier and become financially independent. The video showcases five extraordinary women from different walks of life who chose to break stereotypes and showcase that women are capable of more than what their appearance makes you believe.

The Video:

Swaraj Tractors and VMLY&R India

A new animated video aimed at raising awareness of women as the invisible face of farming has been released as part of an initiative by Swaraj Tractors.

Launched on International Women’s Day, the video, being seeded across the corporation’s social media channels, highlights the hard work of more than 100 million female farmers in India today, who often get little acknowledgement for the crucial role they play in India’s male-dominated agricultural industry, and the valuable contribution they make towards the economy. It underlines the premise that the real impact is on tomorrow’s generation – when girls grow up realising how important woman farmers are to the economy.

Created by global marketing agency VMLY&R on behalf of Mahindra’s tractor division Swaraj Tractors, the video aims to raise awareness about Prerna, a Mahindra initiative that offers support and empowerment for women in agriculture, by providing equipment and training to help them become better farmers, allowing them more opportunities to contribute to household incomes and even apply for government loans.

The Video:

Diageo

Diageo, a British multinational alcoholic beverage company, has launched a campaign for International Woman’s Day.

It is in line with Diageo’s global philosophy of progressive portrayal of gender and inclusivity of women for gender balance and diversity in the industry. 

The company has partnered with artists Priya Malik, Kubbra Sait and Bianca Gomes to co-create a spoken word and music video called ‘Say It in Black & White’. It talks about a world that was made for sharing. The film has been directed by Samira Abbas Khan who helps bring alive a progressive perspective from behind the camera.

The film talks about various labels attached with women in a society and how women combat each of these portrayals with an empowering judgment to rise up beyond all odds.

The Video:

iD Fresh Foods

#CookForHer

#EqualsWithiD

ID Fresh Foods, a food product company in India, launched a video campaign on International Women’s Day, asking men to take a pledge to take over the kitchen for three days in a week.

The Video:

OkCupid

#FlipTheQuestion

OkCupid on the occasion of Women’s Day is asking every single millennial to #FlipTheQuestion. Their latest video asks questions to challenge gender stereotypes. The film opens with three women from different walks of life ignoring ‘assumptions and boring questions’ being thrown at them. These questions get louder and louder, asking a corporate professional, “Savings? Don’t you spend all your money shopping?” and a women cricketer, “Aren’t you worried you’ll get tanned”. In amused exasperation, the women then pause what they’re doing to set the record straight and bring up questions that can really start a conversation with them. The film ends by asking you to #FlipTheQuestion and sends OkCupid suggestions for what you would like to be asked.

The Video:

D:FY

D:FY, a sports and lifestyle brand, has launched a Women’s Day campaign with the intent of breaking the stereotypes set for women.

The campaign has been conceptualised and executed by Jack in the Box Worldwide and is dedicated to the outstanding women who have flourished in the world of sports and have truly defied the odds.

The Video:

Sarenza and Serviceplan

To celebrate International Women’s Day, French shoe brand Sarenza and Serviceplan France developed #ChangerLeCode with BECOMTECH to improve gender equality in the digital tech professions.  A coding training programme for young women designed to improve gender parity in the digital industries has been developed by Sarenza with Serviceplan France and BECOMTECH.   

BECOMTECH promotes gender parity in the profession of digital and computer programming and introduces girls to digital and computer sciences at high school and college.

The Video:

IPG MediaBrands

#BalanceForBetter

IPG MediaBrands, a communication network, celebrates Women’s Day by launching a special film featuring the company’s women leaders across all their offices in India. The video campaign cheers womanhood all across the globe.

The Video:

WeWork

We work, a company that provides co-working space, has launched its digital campaign ‘Women’s Era’ on the occasion of Women’s Day, urging us to celebrate women in all walks of life, every single day.

Participating in this vision of ‘women’s era’, the WeWork team has come together to talk about why they call it an ‘era’ and how they see the new age woman embodying all their key values. Created in a video format, the short film features leaders from WeWork, speaking about women, how they are an inspiration and why they need to be celebrated every day. 

The VIdeo:

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