Numerous brands marked International Women’s Day with impactful campaigns, celebrating and championing women’s empowerment. The day witnessed a powerful intersection of commerce and advocacy, as brands used their influence to not only market products but also contribute to the ongoing dialogue on gender equality and women’s empowerment. The campaigns served as a reminder that beyond products and services, brands have the potential to be the catalysts for positive social change.
Mahindra Group
The Mahindra Group’s latest Women’s Day campaign #SheIsOnTheRise celebrates the resilience, achievements, and stories of women within the Mahindra community. The campaign aims to inspire and empower individuals by highlighting stories that come from ordinary women, who have the potential to spark the extraordinary. The campaign unveils with a captivating video featuring seven inspiring stories of our Mahindra women all across our country and beyond.
Aditya Birla Group
Aditya Birla Group’s latest International Women’s Day campaign, ‘ChangeTheGame’, urging people to challenge gender stereotypes. The campaign delves deep into a pool of biases that working women confront daily. The Centerpiece of the film is a metaphorical ‘red’ ball, symbolising these biases, carelessly strewn across the corporate landscape but resisted by many. With a sporty advertising style of storytelling, the video dismantles gender stereotypes and discusses gender biases faced by women in their career aspirations.
Rolls-Royce
Rolls-Royce has launched a social awareness campaign for girl child education based on insights from its Unnati Wings4her programme. The first video in the campaign is titled ‘Silent Dreams’, and highlights the contrast between children in privileged homes versus those from less privileged backgrounds, where societal bias forces them to suppress their dreams. This is based on insights from our Unnati ‘Wings4Her’ initiative where we work closely with girls in high school and provide parental counselling (amongst other support) to ensure families support their daughters’ aspirations.
This was conceptualised, scripted and produced in-house with Rolls-Royce employees and their families enacting roles to being alive the social bias that deters thousands of girls from pursuing their dreams.
Ashok Leyland
Commercial vehicle manufacturer Ashok Leyland released 2 new TVC’s – the first one is an unconventional route showcasing a female protagonist driving its LCV, BADA DOST, and the second on the lines of the ‘Aali Re’ anthem of Mumbai Indians, being the principal partner of the women’s team. Through these campaigns, Ashok Leyland is championing diversity and inclusion, encouraging women to pursue their aspirations with the message “Koi Manzil Door Nahin” (No dream too far).
Seasoul Cosmetics
Through the #InnerBeauty campaign, Seasoul aims to instigate a paradigm shift in the beauty industry, one that prioritizes authenticity, inclusivity, and self-love. By highlighting the stories of everyday individuals and championing the beauty that transcends physical appearance, the campaign seeks to empower individuals to embrace their uniqueness and celebrate their inherent worth.
As the campaign unfolds, Seasoul Cosmetics will collaborate with individuals from diverse backgrounds, inviting them to share their personal stories of self-acceptance and inner beauty. Through a series of engaging narratives, the campaign aims to spark meaningful conversations about the importance of self-love and acceptance in today’s society.
NueGo
GreenCell Mobility’s NueGo, India’s leading intercity electric bus service, is proud to announce the launch of its #UnloadYourWorries campaign, which addresses the specific safety concerns of female travellers.
In recent months, the number of women travellers using NueGo’s services has increased significantly. This surge can be attributed to NueGo’s innovative features designed specifically for its female guests, such as pink seats, live tracking, CCTV surveillance and other safety measures. The #UnloadYourWorries campaign seeks to raise awareness of NueGo’s unwavering commitment to women’s safety on the eve of International Women’s Day.
Duroflex,
Duroflex has posed an important message this Women’s Day to push women to prioritize their own health. India’s leading sleep solutions brand, has made this pioneering move to redefine societal norms and uplift women’s health.
#SleepFirstHealthFirst is a heartfelt campaign by Duroflex for Women’s Day and World Sleep Day to shed light on the silent struggles faced by women in prioritizing their well-being, particularly in the realm of sleep. The film depicts the everyday dilemmas encountered by women to put themselves first, or simply, “Sleep First”. Women are often subject to judgement if they decide to sleep early and even feel pressured to consider an earlier bedtime than their family. This leads to them sacrificing on their much need rest.
Maruti Suzuki
Maruti Suzuki India Limited launches its new digital campaign ‘Arena Journeys’ under the Maruti Suzuki Arena brand. This initiative is aimed at celebrating the growing number of women drivers and influencers in vehicle decisions across the country.
One of its kind initiative featuring four short inspiring stories by prolific women filmmakers of India. These stories will be in sync with the brand’s philosophy of ‘Joy of Mobility’ celebrating women taking the steering wheel
Future Generali India Insurance
Future Generali India Insurance. The general insurance company has launched the #DontBeAPlus1 campaign urging women to be mindful of their unique health needs while purchasing insurance.
Twinkle Khanna, aka Mrs Funnybones, the queen of wit and wisdom, unveiled the campaign on Friday, finally revealing the mystery behind her social media makeover! Teaming up with Future Generali India Insurance for their #DontBeAPlus1 campaign, she’s on a mission to empower women in taking their own insurance decisions. In her latest post and trademark humour, she questions why women should settle for being just a ‘+1’ on a man’s policy.
ITC B Natural
ITC’s B Natural has announced a special initiative on International Women’s Day to empower and uplift women fruit farmers. In India, Farmerettes (women farmers) make up about 75 of of the agricultural workforce. In collaboration with non-profit organisations 7th Sense and AWAKE, the brand has launched ‘Naanu Kooda Raitha’ (Main Bhi Kisaan), in Karnataka, which aims to provide comprehensive training and support to women farmers.
The first phase of the initiative, undertaken in collaboration with the Department of Horticulture, Government of Karnataka, focuses on extending specialised training opportunities to Farmerettes in various districts and taluks of the State. This unique CSR activity addresses the challenges faced by women fruit growers, including dismantling social norms, fostering independence in decision-making, and overcoming logistical hurdles.
Ola
Ola Mobility introduced the “RideAhead” campaign, a transformative initiative focused on empowering women through their eBike taxi rides. The campaign reflects Ola’s commitment to challenging existing paradigms and fostering a more inclusive approach to women’s mobility by dismantling barriers associated with societal acceptance, comfort concerns, and perceived high costs.
Ola led the #RideAhead initiative by engaging with two sets of women groups, the first featuring women with no experience of a bike taxi ride, and the second group with women using eBike taxis regularly, with the goal to understand what apprehensions and reservations women have in taking bike taxis. The conversations offered interesting insights, which were captured and released in a short video. It also presents that women who are regular eBike taxi passengers cite the ride option as ‘flexible’, offering more efficiency and freedom.
L’Oréal Professionnel
L’Oréal Professionnel with the launch of its iNOA Shades of Red campaign.
The campaign witnesses women from different walks of life embracing the colour red: Shenaz Treasury, an actor and a passionate supporter of mental health, wellness, and happiness, Aishwarya Mohan Raj- the witty comedian, Aswathi Balakrishna- a skilled Civil Engineer, Nimrit Kaur Ahluwalia- a formidable Lawyer, and Sharanya Iyer-a Certified Scuba Diver, Gen Z Guru Anushka Hazra, Legal Luminary Nimrit Kaur Ahluwalia, Athletic Dynamo Kirpit Kaur Arora, Finance Prodigy Shreya Jaiswal, and Entrepreneurial Extraordinaire Shagun Pannu, all donning the vibrant colour red. The ensemble also includes the likes of Dancing Diva Shakti Mohan, Screen Sensation Asha Negi, and Sonal Devraj, presenting a captivating array of Shades of Red. Together, they stand as a powerful testament to the multifaceted roles that women play in society.
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Hindustan Zinc
Hindustan Zinc, a Vedanta Group company, unveils a captivating brand film showcasing the remarkable journey of India’s first All Women’s Underground Mine Rescue Team. In alignment with UN’s theme for this year, “Invest in Women: Accelerate Progress,” the film features seven dynamic women leaders who are breaking stereotypes in the male-dominated mining industry.
The launch of the first all-women underground mine rescue team creates next-generation safety leaders while progressing on a path of #TransformingTheWorkplace.
Vivo
vivo, announced its latest digital campaign, ‘The Seat – Celebration of Women in STEM’. With this campaign, vivo reaffirms its commitment to empowering women, particularly in the field of STEM education. The digital campaign is an extension of vivo’s ongoing country-wide initiative ‘Women in STEM’.
Crafted by FCB India, the campaign video highlights the critical need for fostering a supportive environment for women in STEM (Science, Technology, Engineering, and Mathematics) domains. Through a compelling narrative, it brings forth the hurdles encountered by women aspiring to pursue STEM education and careers, especially those hailing from disadvantaged socioeconomic backgrounds. The campaign underscores the imperative of providing equitable opportunities and resources to empower women to realize their full potential in STEM fields.
Foxtale
Foxtale announced the launch of its latest campaign, #NotJustWomensDay. The #NotJustWomensDay social media campaign challenges the traditional ideas surrounding Women’s Day celebrations. Its main creative, a compelling CGI film, depicts the demolition of generic ‘Happy Women’s Day’ displays on billboards and hoardings by a wrecking ball. Then, through a series of thought-provoking videos, the brand goes on to spark conversations that encourage genuine respect, celebration, and appreciation for women.
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Greaves Cotton
Greaves cotton launches a Rap Anthem video titled ‘#CountMeIn’ celebrating International Women’s Day 2024. This distinctive video showcases the enthusiastic involvement of employees from various offices, highlighting the Company’s steadfast dedication to promoting gender equality and inclusiveness. Aligned with the United Nations International Women’s Day 2024 theme, ‘Count Her In: Invest in Women. Accelerate Progress’, the ‘#CountMeIn’ Rap Anthem embodies the spirit of diversity, empowerment, and unity.
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Motilal Oswal
Motilal Oswal Finance Services Ltd. has announced the launch of “Niveshak Naari 2024”, a landmark initiative unveiled in conjunction with International Women’s Day, with an aim to demystify investing for women, promote financial literacy, and encourage active participation in the financial markets. To celebrate “Niveshak Naari 2024”. The brand has invited around 10 prominent Women in Finance & Capital Markets with a profound impact on Social media; this initiative included a series of educational workshops, seminars, and events.
RING
RING, a consumer-first, digital payments start-up from OnEMI Technologies unveiled its Women’s Day campaign aimed at empowering underbanked Sahelis (blue-collar workers) across India. This initiative seeks to address the lack of financial inclusivity faced by millions of women who remain underbanked and rely on their spouse’s or relatives’ bank accounts to manage their finances.
Steadfast Nutrition
Steadfast Nutrition has launched ‘Anaemia-Free She’ ahead of Women’s Day to raise awareness about the grave issue of iron deficiency anemia among Indian women.
The campaign highlights the symptoms of anaemia- since they are quite insidious and therefore often remain overlooked and under-diagnosed until the disease becomes more severe, encourages women to visit a doctor once they experience symptoms, and urges them to fight anaemia through iron-rich foods and supplements. 57% of women in the age group of 15-49 are anaemic, according to the National Family Health Survey 2019-21.
Liberty General Insurance
Liberty General Insurance launches its Women’s Day brand video, ‘Girls Breaking Free,’ a compelling narrative that champions the essence of pride, and empowerment. This initiative is set to leave a lasting impact, symbolizing Liberty’s commitment to Diversity, Equity, & Inclusion beyond just a single day.
The brand film breathes new life into a very colloquially used phrase ‘Haath Se Nikal Gayi.’ Traditionally laden with negative connotations, the term is reimagined to honor women who dare to defy societal norms and pursue their own paths with independence and self-assurance. It’s a tribute to those who exhibit the courage to be their own person, embodying responsibility, ambition, and the spirit of freedom.
MG Motor India
Through a series of visuals shared on its social media channels, MG Motor India aims to highlight the essential role women play in society. The campaign intends to showcase a world that is half complete without women, emphasizing their significance in bringing balance, love, and compassion to communities worldwide.
Equitas SFB
Equitas SFB’s Circle of Life’ campaign honors the passion of women to pursue their dreams and empower the community through the powerful story of Tanjuman Banu. Her story stands as a testament to explore the potential of women as despite facing hardships from a very young age and being a child bride, she never gave up her dream. Equitas SFB salutes her principle that talent gets work and promises to remain dedicated to celebrating more voices. Please find the release attached and appended that talks about Tanjuman Banu’s dreams of becoming a fashion designer and Equitas’ role in taking her aspirations to newer heights.
Tata Technologies
As part of women’s day Tata Technologies launched a fortnight-long campaign – #InclusionForAll. The campaign highlighted how the brand is empowering women inside the organization while also supporting women from underserved communities to chase their dreams and encouraging young women to take up STEM.
Among the highlights of the campaign was the story of an individual from the Ready Engineer CSR program who completed here engineering despite several challenges and is currently working as a Graduate Engineer Trainee, showcasing perseverance and a ‘Can-Do’ attitude.
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HDFC Mutual Fund
HDFC Mutual Fund unveiled its latest investor education campaign, an extension of its successful #ZindagiKeLifeSIP initiative. The campaign seeks to inspire confidence and financial independence among women investors by celebrating lives of remarkable women whose journeys have paved path for generations to come. This new campaign endeavours to empower women by educating them about the benefits of SIPs and how they align with the values inherent in every Indian woman’s life.
The video features inspirational stories of women from diverse backgrounds who have defied conventions and pursued their dreams with unwavering determination. From mountaineers scaling new heights to entrepreneurs starting ventures at age 86, these narratives embody the spirit of resilience and perseverance that characterize both women and SIP investors.
BOBCARD
BOBCARD, a subsidiary of Bank of Baroda, announced the launch of a campaign, #PlayHerCardsWell, celebrating its brand theme “Reimagining Credit for Stree Shakti”. As a part of the #PlayHerCardsWell campaign BOB CARD facilitated a dynamic talk show titled MeTalks in partnership with MomsLeague Global – a community network platform amplifying the voices of women of all ages. Avantika Bahuguna, Founder of MomsLeague Global led the discussion with a panel of esteemed guests. The panel delved into crucial issues concerning mothers and women, including financial independence, mental health, career breaks, and equal pay.
