International Women’s Day sparks a wave of impactful campaigns as brands harness their influence to recognize the upsurge of women power in workplace and champion the cause of gender equality. From compelling storytelling to tangible initiatives, these campaigns strive to break stereotypes and elevate the voices of women. As we delve into the dynamic landscape of Women’s Day initiatives, it becomes evident that brands are not just endorsing a cause – they’re actively participating in reshaping the narrative surrounding women’s empowerment.
Let’s delve into the diverse and inspiring Women’s Day campaigns.
Dabur Vatika
Dabur Vatika, aNatural Hair Care brand from the House of Dabur, is taking a stand for women empowerment and gender equality in their latest campaign, #WomenofSubstance. The ad film conceptualised and brought to life by renowned production agency Green Chutney Films, features the female workforce of Dabur and authentically captures them in their element at work.
Opening with Chemma Chekka, an old Telugu nursery rhyme, the film meaningfully plays with the contrast between the lyrics representing the archaic societal narratives and its visuals depicting the women defying them. As the video progresses, we see the employees disembarking from a pick-up bus for another day at their workplace, the Dabur Vatika Factory near Indore. The film then moves into a sequence of the women donning their protective gear and huddling for a briefing about the day’s production targets. Against the backdrop of the nursery rhyme’s melody sung by Purva Rajesh Naik, the camera captures their determined expressions ready to take on the day.
Luminous Power Technologies
Luminous Power Technologies as part of their inspiring campaign #WomenInEnergy, today launched a digital film on the occasion of International Women’s Day.
The film, narrated from a child’s point of view beautifully captures the stereotypes and biases prevalent in the mindset of society for women in certain domestic settings like the terrace of a household. Luminous’ #WomenInEnergy campaign, currently in its second year, aims to bridge the gender gap in the energy sector and challenge the existing gender stereotypes and biases while inspiring a brighter future for generations to come.
ICICI Prudential
ICICI Prudential Mutual Fund proudly unveils its latest campaign ‘Sapno ki Kishte’, narrating the remarkable journey of a mother and her son. Through a poignant narrative, the campaign captures the woman’s unwavering determination to fulfil her son’s dream of owning a car, despite her every day challenges. The campaign highlights the need for financial awareness amongst women and securing the future through the Systematic Investment Plan (SIP) route. The campaign sheds light on the daily sacrifices and resilience of women, emphasizing their pivotal role they play in shaping the dreams and aspirations of their families. As the story unfolds, viewers witness a woman’s unwavering strength and perseverance.
SBI Securities
SBI Securities has launched a women’s day video ad campaign, Tum Shakti Ho, Tum Saksham Ho, that encourages women to take decisions, including investment decisions.
The video presents an inspiring story of Sumitra, a dance teacher. She is a responsible citizen taking care of her family with a belief of giving it back to the society. However, when it comes to taking financial decisions, she hesitates initially but later takes her first step in starting her investment journey. Her husband also shares the scene with her, encouraging her to start making independent financial decisions. The objective of the campaign is to inspire women to make their own investment decisions.
Kalyan Jewellers
Kalyan Jewellers has launched the #SimplyMe digital campaign ahead of International Women’s Day. The 50-second ad, featuring regional brand ambassador Wamiqa Gabbi, celebrates womanhood and empowerment by portraying moments of strength, vulnerability, and self-discovery. Following the success of the #CelebrateYourMilestones campaign in 2023, #SimplyMe encourages women to appreciate themselves with the message, ‘Celebrate you for who you are!’
Prega News
Prega News celebrates working mothers with an interactive billboard in Cyber Hub, Gurugram, part of the #SheCanCarryBoth campaign. The billboard praises women for balancing careers and families, extending gratitude in a unique way, following the campaign’s launch video featuring Pooja Gor as a dedicated teacher and mother-to-be.
Nykaa
Nykaa unveiled its latest campaign, #JustSayThanks to start a dialogue on women’s behavioral patterns when it comes to accepting compliments.
To understand this behavior, Nykaa conducted a study which revealed that a staggering 64% of women across India feel uncomfortable accepting compliments. They tend to doubt themselves, underplay their achievements, deflect the compliment, compliment in return, or not believe it at all!
In light of this revelation, Nykaa’s #JustSayThanks campaign aims to spark a conversation on women’s discomfort with praise and encourages them to own the compliments that come their way.
Research & Ranking
Research & Ranking, the equity investment advisory brand and a part of Equentis Wealth Advisory Services Limited, this women’s day has announced the launch of its #InvestorsForLife campaign, an ode to the countless women who selflessly dedicate their lives in the betterment of their loved ones.
InsuranceDekho Launches ‘SWRAInsurtech brand InsuranceDekho has launched ‘SWRA – She Will Rise Again’ an initiative that focuses on bringing back women on a career break. The company invited “the Magnificent Mary Kom” to unveil the program.
This initiative intends to encourage women with a minimum one-year career gap to return to the workforce. The initiative is dedicated to providing them with equal opportunities, rights, and remuneration, ensuring they receive fair treatment and recognition at the workplace. Mary Kom, during her boxing journey, took a career break and is a perfect example of making a comeback, winning Olympic medals and world championships along the way.
BIBA
Homegrown fashion brand BIBA unveiled its digital campaign “Strength Meets Style,” centred around celebrating women of India. Featuring Indian cricketer Renuka Singh Thakur, the campaign aims to shatter stereotypes modern Indian women face and offer a refreshing perspective that transcends age-old cliches. Premiered around International Women’s Day, this film draws inspiration from real-life experiences to deliver a raw and relatable portrayal of societal expectations placed upon women, juxtaposing them with Renuka Singh Thakur’s authentic journey that defies those limitations.
Godrej Industries
Godrej Industries proudly launches the #InvestInWomen campaign, showcasing the transformative impact of investing in women across its diverse portfolio of businesses.
Aligned with the global theme, Godrej Industries highlights its commitment to empowering women within its offices, factories, and laboratories. The campaign unveils inspiring stories of success, both big and small, as a result of the company’s unwavering dedication to gender inclusivity.
Josh app
Short-video app Josh has launched the#TogetherForEquality campaign to commemorate International Women’s Day, 2024. The campaign aims to promote the socio-economic, political, and financial inclusion of women in various environments, spanning from homes and workplaces to educational and political institutions.
The #TogetherForEquality campaign features a Filter Challenge – #NoFilter on Josh, offering users an opportunity to actively participate and shed light on instances of exclusion and inspire positive change. #NoFilter invites women to freely express themselves without worrying about being judged as a consequence of regressive social norms.
Juicy Chemistry & Mommy Shots
Juicy Chemistry and Mommy Shots by Amrita come together for the ‘Scars are Beautiful’ campaign, showcasing the beauty of postpartum bodies and stretchmarks. Feared and hidden always, it’s time they are celebrated and a reminder of how remarkably these women’s bodies change, grow, and stretch to accommodate life.
This unique photo series campaign goes live today, 5th March 2024, where 11 moms flaunt their bodies, sharing their experiences of motherhood online to empower other women to change their perceptions and develop an appreciation for their bodies.
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Otipy
Agritech start-up Otipy is highlighting gender inequality within the industry. Through a powerful video campaign called ‘Annapoorna’ Otipy highlights the indispensable contributions of women to agriculture, particularly amidst the backdrop of increasing urban migration among men.
Tummoc
The transit technology platform- Tummoc launched #WomenDo campaign. This initiative is designed to celebrate and highlight the extraordinary achievements of women, breaking through the conventional narratives about their capabilities and accomplishments.
Central to the #WomenDo campaign is the recognition of #TeamTummoc’s female members, hailed as the #SuperwomenOfTummoc. The campaign aims to share their stories, showcasing not only their professional achievements within Tummoc but also their personal victories, embodying the spirit of adventure, independence, and the joy of living a full life. Tummoc’s initiative seeks to inspire a broader appreciation for the women in our lives by showcasing these powerful examples.
Hershey India
The Hershey Company announces its 2024 celebration of International Women’s Day with limited-edition HERSHEY’S Bars celebrating the impact of women and girls. The celebration expands onto digital platforms enabling consumers to recognize Sheroes who inspire them every day and illuminate their achievements; led by dedication of its brand name and packaging. The HerSHE campaign has been brought to life on bars in a new avatar with premium mono carton packaging, while leveraging HERSHEY’S Chocolate legacy.
