Brands use campaigns to showcase how women are often underrepresented, feel unsafe and guilty, and are disempowered due to patriarchal stereotypes and illiteracy.
Luminous:
Luminous, a power-solutions brand in India, has launched a new campaign, #WomenInEnergy, for International Women’s Day.
The campaign aims to encourage more women to join the energy sector and showcase the significant role that women can play in the industry. The centerpiece of the campaign is a digital film that tells the inspiring story of Baburi Sirisha, the first linewoman in India, who overcame barriers and broke the glass ceiling to make her mark in the energy sector. The film sends a powerful message that women in the energy industry deserve equal opportunities to succeed.
Additionally, Luminous is hosting a panel discussion on Women, Energy & The New India, featuring eminent leaders in the energy sector and starting an initiative to support women entrepreneurs across the country through its innovative energy solutions.
Abhibus:
AbhiBus, a bus booking app, is celebrating International Women’s Day by celebrating the power of women throughout the entire month of March. AbhiBus recognizes the unique challenges that women face while traveling and strives to create a safe and enjoyable experience for them.
In line with AbhiBus’s commitment to support women, the brand has launched two campaigns this month. The first campaign titled “Mar-ch-velous Women” is offering jewellery vouchers worth Rs 3 lakhs to lucky women travelers using the coupon code ‘WOMEN’.
AbhiBus has also witnessed a rise in women travel groups recently where women travellers are getting together in large groups to explore unique destinations and travel experiences. All girl getaways are becoming the norm, especially amongst millennial women who are increasingly opting for leisure & wellness breaks, shopping getaways and adventure trips. To encourage this trend, AbhiBus is also offering a Flat Rs.1000 discount on all girls’ group bookings of three or more female-only passengers.
Kotak Mutual Funds:
To drive the culture of digital literacy amongst the women fraternity on this year’s International Women’s Day, Kotak Mahindra, has launched a digital campaign called ‘DigitALL: Innovation and technology for gender equality’, which calls for digital inclusion of all with the hashtag #IncludeAll.
The digital campaign video showcases Kotak group’s women employees sharing their stories about supporting and empowering other women in their lives by imparting them the knowledge of digital literacy.
SBI General Insurance:
This International Women’s Day, SBI General, a General Insurance Companies has unveiled a digital film #NayaNazariya showcasing the changing notion of women’s roles & responsibilities.
Through a heart-warming father and daughter bond, this film underlines the importance of financial education for women and how prioritizing it can have a positive impact on families and society as a whole. The film subtly urges everyone to have a new vantage point and view things from a new “Nazariya”.
The video begins with laying out conventional gender roles where financial responsibilities are undertaken by the ‘man of the house’. It goes to reveal with a twist that the protagonist in fact is a woman, taking charge of all finance related decisions.
The film addresses the common misconception that financial roles can only be divided based on gender. It depicts that understanding the significance of financial independence and literacy is not just important for women by their parents as well. And this message is highlighted by a progressive father and responsible daughter’s heart-warming bond.
Superbottoms:
Keeping in line with the theme of The International Women’s Day, SuperBottoms unveiled their campaign #QuitTheGuilt. The objective of the campaign is to invite women to quit feeling guilty, express their emotions and encourage other women to voice their guilt.
The short video brings together women from different generations to express their guilt and the change they would bring in themselves. SuperBottoms’ campaign brings to light the journey of self-criticism that women of today experience throughout their lifespan and the need to #QuitTheGuilt.
In the video, 7 women/girls boldly share their experiences. From feeling responsible for being eve-teased to becoming a mother, they are always prone to guilt because of the pre-conditioning of always fitting into set boxes.
Tata AIA Life Insurance:
Tata AIA Life Insurance, a Life Insurance Company has unveiled a women-centric digital campaign, “Empowering You To Achieve Your Dreams”, which is aimed at empowering Indian women to take control of their financial planning while fulfilling their dreams and aspirations.
The campaign has been launched with simple, clear, and inspirational messaging and showcases a creative take on the independent spirit of every modern Indian woman. She aspires to own a car for her family and decides to chase that wish by taking matters into her own hands through a savings plan. The income generated from the plan can help her realize her dreams, without having to depend on anyone.
Mother’s Recipe:
This Women’s Day Mother’s Recipe launched a campaign #Hertasteoflove, where women were encouraged to share ‘what they really want’ which celebrates the spirit of womanhood, denoting how women are strong, powerful and invincible. Whether she is a homemaker, entrepreneur, engineer, or thought leader, the brand sought to show how women have been making the world a better place with their infinite strength, determination and belief.
The brand is a jab at a long-standing joke that women do not know what they want and the campaign shows a peek into the lives of women closely associated with the company.
A simple question, ‘what do they want’ gets them to emotionally think about themselves which they are not used to doing and they open up to share their interests. A Mother’s Recipe factory worker responds by saying “the love that she puts in while preparing the pickle, she would want to receive the same love from the people” and closes on a positive note with the communication that Women want ‘simple’ things and they want to spread the taste of love.
Spice money:
Spice Money, a rural fintech company, announced its special women’s day campaign “Waqt Hai Barabari Ka” on the occasion of International Women’s Day.
The campaign aims to make the company a preferred platform for women merchants and customers and is taking a number of initiatives to achieve this vision, including sensitizing male Adhikaris on the importance of catering to women customers in their localities , and offering instant loan & free IIBF BC/BF certification training to existing and upcoming women Adhikaris.
To kick off the campaign, Spice Money has released a video which depicts how Geeta, Pooja, Vineeta, Sujata, and countless other females manage the finances of their households, businesses, etc. in Bharat. From bill payments, money transfers, cash withdrawals to ticket booking a lot of activities are carried out by the women of India. This portrays how society has evolved and women are now being encouraged to manage finances, instead of just carrying out household work.
As a part of this campaign, Spice Money will also be launching two other initiatives for its existing 32,000+ women Adhikaris and prospective future Adhikaris. The first initiative is an instant loan facility (through a partner) that will provide financial support to women Adhikaris who are looking to expand their business or invest in their personal growth. The second initiative is a free IIBF BC/BF certification training, which is a critical necessary training for all banking correspondents, which will empower women Adhikaris with the necessary skills and knowledge to become even more successful.
Along with this, the company is also encouraging its male Adhikaris to involve their wives or other female family members, to form a connection with their female customers in their localities. This creates a bond and ease for women to transact eliminating any reluctance, which in turn encourages them to transact.
Sugar Cosmetics:
Sugar Cosmetics has launched their latest #BeYourOwnMuse campaign for this International Women’s Day where real women speak about a scary insecurity that they’ve felt growing up and give advice to their younger self. With this, the brand aims to send across a message that you don’t need to be scared of anything and are enough to cope with anything that comes your way – you can be your own muse.
The campaign that went live on International Women’s Day starts with SUGAR Cosmetics’ Instagram account posting a video with real women from the organization giving advice to their younger self. They also share scary, funny, and weird insecurities that had them doubting themselves at some point in their lives.
In the video, the Co-founder and CEO of SUGAR Cosmetics, Vineeta Singh advices her younger self and women watching to believe in themselves and their instincts. Since going live, the campaign has seen videos pouring in from women online as they give advice to their younger self and participate in the campaign.
TTK Prestige:
This International Women’s Day, TTK Prestige celebrated the exemplary spirit of every woman with an influencer-led activation on Instagram conceptualized by Ripple Links. Prestige collaborated with leading food influencer, Chef and Recipe Developer, Saloni Kukreja to create engaging content dedicated to women.
Acknowledging the role of various women that have been an integral part of her life, she highlighted how her domestic help has been crucial in her growth story. Sharing personal anecdotes, Kukreja detailed how her ‘didi’ was there when she was extremely ill and took care of each of her needs.
Seeking to showcase her gratitude and display her admiration and affection for her help, the Saloni cooked a special dish for her help with the brand’s products, highlighting the brand’s messaging of Jo Apno Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar.
Watch the film here.
Chere Footwear:
Chere footwear has released a new campaign to celebrate International Women’s Day and the campaign ‘Shades of You’ celebrates the different shades of women existing in the society this women’s day to run across its all social media platforms. The video campaign personifies the distinctiveness of every woman and urges them to embrace it while stepping up in their lives.
In the beginning of the video, a woman can be seen walking while wearing tall strappy heels that reminds women’s superiority when they decide to stand tall. The film takes a deep dive into the vibrant life a woman leads and urges them to take a walk towards their own time and take as much as steps their heart and mind want them to take because they are unique and it has to be embraced and celebrated in the society.
Steadfast Nutrition:
Ahead of women’s day, a sports and wellness nutrition brand Steadfast Nutrition has launched “Know Iron No Anaemia” campaign highlighting the acute problem of iron-deficiency anaemia among Indian women and corrective measures to bridge the gap.
In the social experiment, Steadfast Nutrition did a case study of four urban women, asking them about their success stories and a series of questions testing their awareness about a healthy, iron-friendly diet. The women didn’t invest enough in their health, didn’t get their haemoglobin levels tested every six months, skipped meals, and had tea and coffee with their meals, which inhibits iron absorption.
The video highlighted the findings of the National Family Health Survey 2019-21 that 57% of women in the age group of 15-49, 59% of adolescent women, and 52% of pregnant women are anaemic. It asks women to get their haemoglobin levels tested regularly, eat iron-and vitamin C-rich foods, and take supplements under a healthcare professional’s supervision if iron-deficient.
Kotak General Insurance:
To commemorate International Women’s Day 2023, Kotak Mahindra General Insurance joins hands with Azad Foundation to reignite its women empowerment initiative with #DriveLikeALady. The month-long digital campaign showcases the brave story of Anita, who rose above many challenges, including domestic violence, to become a bus driver with Delhi Transport Corporation, supported by Azad Foundation.
The #DriveLikeALady initiative aims to break stereotypes and celebrate women who have a proven track record of being safe drivers. To appreciate and encourage female drivers, Kotak General Insurance will offer car insurance policy with preferential pricing for female drivers and car owners.
