The International Women’s Day on March 8 is a celebration of the social-political and cultural achievements of women all over the world. The day is also aimed at creating awareness of the rising inequalities and stereotyping women face today. On this occasion, brands both globally and locally have released various campaigns to celebrate womanhood.
Medianews4u takes you through some of them
ADIDAS:
Through this campaign, Adidas reaffirms its belief that just like in sport where body types don’t matter, our society is rising above caring for beauty standards. As per Adidas, what is essential is that we unbiasedly care about our ambitions, hard work, stamina, willpower, and everything that comes from within. Sport is beyond caste, socio-economic status, physical and psychological barriers. Through ‘Watch Us Move’, the brand celebrates the positive movement of women spreading an infectious aura of rebellious optimism.
The campaign’s launch saw Manushi Chhillar, Dipika Pallikal & Nikhat Zareen coming together to narrate how they have broken unrealistic stereotypes of perfection through their incredible journey and positioned themselves as role models for young girls across the country.
Cycle Pure Agarbathi:
Cycle Pure Agarbathi, the world’s largest agarbathi manufacturer, is celebrating this International Women’s Day by honoring the women workforce with a new word, #Selfeet, a term that sets out to grow into a cultural phenomenon at the workplace and in the digital world at large. The brand is starting a #Selfeet social media campaign that aims at acknowledging and celebrating women from different walks of life who have outdone themselves, braving all odds.
The brand urges all women to come together to celebrate this International Women’s Day by posting a picture of their own feet to honor their independence and commitment to building our nation. The brand encourages women from all walks of life to participate in this campaign by sharing their #Selfeet and making a global statement – No dream is too big to dream. This campaign’s rationale is to debunk the myth that occupation and entitlement are based on gender and to motivate more women to follow their dreams and embrace their independence, like countless other women who have followed their hearts.
#LetsUntag by Westlife Development Ltd:
Mompreneur, She-E-O, BossLady, we have all at some point used these terms to laud women achievers. Despite the best intentions, these tags indicate deep-seated unconscious bias – may be because a woman achieving something is looked at as ‘extraordinary’ and not something that they do or can do as often as men. So, this Women’s Month, Westlife Development – the company that owns and operates the master franchisee of McDonald’s restaurants in West and South India, urges everyone to un-tag the gender from the profession and role. The campaign named #LetsUntag aims to sensitize people about unconscious bias, normalize women’s achievements and push the envelope on gender equality.
Addressing women by their gender comes from a place of unconscious bias and social conditioning. When we use these labels, we are somewhere bringing inequality into the conversation without realizing it Westlife Development Ltd. is challenging these norms and urging everyone to drop the labels.
SOCIAL: SOCIAL has always believed in paving new paths with the spaces it creates. This International Women’s Day, the brand is kickstarting some trailblazing activities – both inside and outside SOCIAL – to empower and enable its community of women.
Led by culture and inspired by our community, #SOCIALStree is not a one-off token day of celebration. Instead, it is an always-on conversation that is deeply embedded in the DNA of the brand. Divya Aggarwal, Head – Marketing, Impresario Handmade Restaurants, says, “At SOCIAL, we’ve always believed in providing a platform where communities thrive. This International Women’s Day, we want to celebrate the #SOCIALStree, someone who is unafraid to express herself, be it through art, music, dance or dialogue, and want to give a solid launchpad to those who are starting in this sphere.”
SOCIAL is known for creating spaces that epitomize its core values of community and creativity. The brand has also internalized the core pillars of Safety, Inclusivity, and Opportunity at a company-wide level. To promote women and celebrate the #SOCIALStree, the brand aims to continue creating and curating events and spaces for the community. SOCIAL doesn’t just talk about womanhood but also gives a platform to women who want to express themselves in a fun yet safe environment.
Bumble: This International Women’s Day, Bumble, the women-first social networking app, launches a new campaign, ‘All Our Moves’ to celebrate the many moves women make in their daily lives– the seemingly unnoticed, imperfect, vulnerable, and yet audacious, sometimes outrageous, but ultimately courageous first moves. The moves that women themselves will always keep a count of. These everyday first moves may not always go down in history but they take us a step forward in building an inclusive, equal society.
Bumble’s campaign celebrates and encourages the infinite number of moves made by women every day. Speaking on the drive, Priti Joshi, VP of Strategy, Bumble, said, “Along with the greatness of the exceptional women who paved the way for us with their big moves, it is also important to celebrate the many first moves women make every day in our daily lives. All the moves we make, make all of us–we are the sum of our moves. This International Women’s Day, Bumble celebrates the many first moves women make every day, every small act of courage matters.”
SBI General Insurance: SBI General Insurance, one of India’s leading general insurance companies, has reiterated its commitment to diversity & inclusion in the workplace with the launch of its #BringingWomenBackToWork initiative. This initiative is a step to encourage and hire women looking to rebuild and resume their careers after a break.
Wunderman Thompson: Shell India, one of the most diversified international energy companies in India in collaboration with Wunderman Thompson India, has unveiled its latest campaign, ‘Great things happen when we move’. In their continued quest to be a trusted partner and help build the country, the campaign aims to celebrate the indomitable spirit of Indians, their dreams, and aspirations along with their inspiring journeys. Shell has launched three new brand films that showcase inspirational stories of mobility, thereby bringing alive the brand’s partnership and commitment to this nation as a catalyst of change.
For many Indians, their vehicles play a significant role in bringing socioeconomic impact for themselves and their families. ‘Great Things Happen When We Move’ campaign about the people who displayed unconquerable courage and motivation to realize their ambitions by doing a straightforward thing – moving forward. The campaign conceptualized by Wunderman Thompson India has explicitly been launched ahead of International Women’s Day to encourage Indian women who face towering challenges in their quest for mobility.
IceWarp: IceWarp, a global leader in developing email communication and collaboration solutions initiated a Social Media Campaign “#SheRulesTheWorld” to celebrate Women’s Day Week. This campaign is a move to appreciate all the Women CIOs and salute them for their contribution in bringing change and infusing progress into society.
Started from 2nd March, the campaign will be showcasing women who are achieving leadership positions, bringing in women empowerment, unity, and diversity to the society and managing professional and personal lives in the best possible manner. The social media drive will constitute of the posts having Women CIOs, their photographs with their success story, and tagging each CIO in the posts along with strong hashtags. Also, these women will be recognized with a special memento.
To name few of the women CIOs targeted for this initiative are- Puneet Kaur Kohli, CIO, Universal Sompo; RituMadbhavi, CIO, FCB Ulka; JijyOomen, BFSI Technology Leader; Annie Mathew, CIO Mother Dairy; Jasmine Gorimar, Mahindra Group, Group Technology – Digital Transformation and Engagement Lead; Mansi Thapar Jaquar Group IT Leader, Head Information Security, and Falguni Desai, Chief Operating Officer – IT at VFS Global.
game.tv: game.tv, the AI-powered mobile esports platform, has announced a new campaign ‘#GrowingStronger’ signifying the growing female mobile gaming segment in the country. The company launched a special season of the ‘Divas Scrim Wars’ tournament with a ₹50k pool prize aiming to amplify participation from Indian female gamers along with hosting a virtual women-only panel discussion with some of the biggest names in the esports gaming space. The mobile esports platform has also scheduled casting auditions for female gamers and streamers for its upcoming Divas Scrim Wars season. The power-packed Women’s week is one step towards the company’s commitment to cater to the growing female gamer segment in India.
Voltas: Voltas Beko, a JV between India’s No. 1 AC Brand, Voltas, and Europe’s leading free-standing consumer durables player, Arçelik, has launched a new digital video commercial (DVC)- ‘#GharSabkaZimmedariSabki’. This DVC is conceptualized by Voltas Beko and Momspresso, a leading platform providing content for the multi-faceted mothers of today.
The digital video ‘#GharSabkaZimmedariSabki’ is an attempt to debunk the age-old beliefs that women are responsible for looking after every aspect of the household. Based on a modern Indian family setup, the film gives a glimpse of a nuclear family’s everyday life and how a small change in perspective makes a huge difference- that too coming from a young member of the family.
Orient: Orient Electric Limited, part of the diversified USD 2.4 billion CK Birla Group, has announced the launch of its new line of kitchen appliances, starting with Miracle Diva Mixer Grinder which has been designed keeping in view the needs of nuclear and dual-income working families. With cutting-edge features and the looks to match them, Orient Electric Miracle Diva Mixer Grinder is capable of mixing and grinding the toughest ingredients with ease and perfection so that one can enjoy the authentic taste, textures, and flavors of Indian food. The company is launching this new line on the occasion of International Women’s Day, exclusively on Amazon.
MTV: It’s 2021, and we see women ruling the roost and conquering the world in every role- from a political leader to a bank manager to a teacher, a corporate leader to an army officer, amongst many others. But closer to home, if there is one question that keeps them tongue-tied, it is – “Beta, Shaadi Kab Karogi?” This universal question by Mummy, Papa, and all the annoying Rishtedaars continues to be a pertinent problem, and its high time we shatter these age-old conventions. This International Women’s Day, MTV puts it out loud, “There’s more to a girl’s life than Shaadi”, with a fine blend of quirk and impact.
The Women’s Day brand film by MTV opens to an unusual futuristic setting at a spaceship, where a woman is in conversation with her mother about her invention. While the girl boasts about her challenges of surviving and her life-altering achievement in a span of 2 years, the mother ignorantly puts a ‘but’ in the conversation to ask her, “Par Shaadi Kab Karogi?”. Unfazed by her daughter’s response to this, she goes on to say, “Waise toh we are open-minded, but human community ka ho toh BEST hoga”. Bewildered and angered, the girl is seen to be walking away while the mother goes on to talk of her prospects of marriage.
Amazon India: Ahead of International Women’s Day, Amazon.in announced a collaboration with UN Women to launch a special IWD storefront with a selection of products made available by women-owned businesses. Susan Ferguson, Country Representative, UN Women India, inaugurated the IWD storefront at a virtual event in the presence of Smt. Smriti Zubin Irani, Hon’ble Union Minister for Women & Child Development and Textiles, Government of India. The IWD storefront will help customers discover and purchase from close to 80K unique products, including selection like organic products, handmade crafts, healthy snacks etc. Over 450 women-led businesses and over 280,000 women entrepreneurs & artisans from Amazon Saheli are likely to be benefited from the launch of the special IWD storefront. The virtual event was themed on “Challenge. Champion. Change.”
This launch is in line with Amazon’s efforts to celebrate and support women-led small businesses and women entrepreneurs, who are breaking barriers, challenging stereotypes, and championing for driving a positive change towards an equal and inclusive society. The storefront will also feature innovative and unique collection in categories like creative toys, natural wellness, personal care, etc. from women-led start-ups associated with Amazon Launchpad and products from offline local shops run by women
Inorbit Mall: Women across the world have been encountering various gender-based prejudices, and even today, continue to struggle in attaining equality. International Women’s Day is one day that commits to acknowledging the importance of women and their extraordinary capabilities that deserve to get equal recognition. Brands are adapting to creative approaches to celebrate International Women’s Day thereby extending opportunities for all the women to make the optimum use of the special day. Sales, discounts, offers, fun activities, free merchandise, and selective services are some of the most popular methods adopted by brands to appreciate womenkind. Additionally, in recent years, Social media posts by brands are another form of expressing sentiments which have now become a primary mode of communication for corporates.
Inorbit is one brand that has made a mark amongst popular mall properties in India, not only as a source for providing leisure to its visitors but also in catering to its employees and other associates. Women play a significant role in making Inorbit malls what it is, due to which Inorbit always attempts to come up with ways to cherish and support women through various initiatives. One may have encountered that Inorbit malls have consistently recognized the extraordinariness of women by unique ways of celebrating days dedicated to women, such as Women’s Day and Mother’s Day.
Platinum Evara: To say that 2020 forced a lot of introspection and brought about much disruption would be an understatement. It left every facet of our lives open to change. And every anticipated change was accelerated. Those in leadership included. There has been a resounding call to re-evaluate what makes for a good leader. It has meant a shift away from the past autocratic leadership style and the embracing of a more collaborative approach. Work is no longer ordered from above but powered from within.
In this VUCA world identifying & nurturing the right values is of utmost importance. Attributes of resilience, empathy, compassion, integrity & inclusivity have taken center stage, replacing codes of an unyielding leadership style. In these times being inclusive and carrying people along, having empathy and listening to people, looking at things from their perspective, being compassionate and placing people at the heart of any structure, rising resilient in the face of adversity, and acting with integrity by keeping one’s values at the core of what they do means more than it ever did. The recent past has, in fact, showcased many women leaders who demonstrated these values leading their countries, organizations & families out of chaos. The leadership style they championed is driven by the heart and has won the hearts of many.
Enrich:
One day is too little a time to appreciate understand and be grateful for the presence of the women in your life. The way to go forward is to live in a world where we share every responsibility equally. So, a day is not enough – It should be every day.
The video does a beautiful job of capturing the essence of Women’s Day. It showcases how men and women need to operate as one unit supporting and helping each other; gender roles notwithstanding. It strikes a warm chord with viewers and is already receiving rave reviews
https://www.instagram.com/p/CL_70hcpDKA/?igshid=1so7z21951zcf
Tattva: On the occasion of Woman’s day, Tattva world has joined hands with Alpa Shah to discuss an important but widely ignored aspect in a woman’s life – Financial Independence and planning. Through this episode, Alpa spells out simple investing tips for women of every age group, who can use their money and savings to plan their future and financial freedom. She shares simple formulas for women who want to invest, along with tips in which they can plan their retirement.
The episode as part of ‘Tattva Gurus’ is a series wherein Financial advisors and experts come together to discuss and solve issues of people in all matters of finance. On the woman’s day special episode Alpa Shah shares some key financial tips and learnings for women to achieve the larger economic equality goal in Indian society.
Reebok: Today, Reebok unveils its latest It’s A Man’s World campaign brought to life by MADWOMEN, an all-female creative collective. The campaign features two collections comprised of six iconic sneakers –Club C Double, Classic Leather Ripple, Instapump Fury, Kamikaze Low, Legacy 83, and Zig Kinetica II – to celebrate every individual style.
“Each installation of the It’s A Man’s World campaign has been dedicated to celebrating female trailblazers,” said Caroline Machen, VP of Global Marketing. “We are thrilled to be continuing this legacy by working with madwomen, an organization dedicated to changing the ways we think and redefining the perspective of women in the creative industries.”
Flipkart: Flipkart, India’s homegrown e-commerce marketplace, has launched its latest campaign #LeadLikeHer to celebrate the spirit of entrepreneurship this Women’s Day. The campaign aims to encourage women entrepreneurs to lead their businesses while tapping into the power that e-commerce presents today.
Last year, Flipkart’s campaign for Women’s Day – #RaiseHerToLead, addressed and inspired fathers, brothers, husbands, and friends to encourage and celebrate the women in their lives and help them pursue their dreams of starting a business. Building upon the success, the latest campaign now talks about those inspiring women sellers and entrepreneurs, leading from the front and influencing the world to #LeadLikeHer.
The campaign showcases three women entrepreneurs’ journey and their stories of courage, perseverance, and success, as the walls around them close in – metaphorically.
SOCIAL:
This International Women’s Day, SOCIAL is kickstarting some trailblazing activities – both inside and outside SOCIAL – to empower and enable its community of women.
AcneStar face wash:
AcneStar Face Wash from the house of Mankind Pharma has come up with a campaign on this International Women’s Day, urging all of us to break the patriarchy. The campaign highlights the words such as Look good, great, presentable, attractive, impeccable and pleasing that are offently used for a woman that makes them under peer pressure throughout their day to day life.
