Sony SAB has launched a digital campaign, #HameshaKaHiKyun, for its new show ‘Vanshaj,’ shedding light on the current reality of gender disparity in India.
The campaign highlights that only 15pc of board members in Indian family businesses are women, and the percentage of women holding Senior VP roles has decreased from 18pc to 13pc. This campaign aims to challenge gender stereotypes and advocate for inclusivity in leadership roles.
Sony SAB’s new family drama, ‘Vanshaj’ takes centre stage to delve into the complex dynamics of a legacy business empire, challenging conventional patriarchal narratives. By debunking the notion that women cannot rightfully inherit family businesses, ‘Vanshaj’ aims to shatter the glass ceiling and emphasize that leadership and entrepreneurship should be determined by one’s abilities rather than their gender. The show airs on Sony SAB, Monday to Saturday at 10 PM.
Commenting on the success of the campaign and launch of the show, Vaishali Sharma, Head of Marketing – Sony SAB, said, “Sony SAB as a brand believes in real stories & real emotions, exploring new and more relevant themes that resonate with the lives of our viewers more closely. Vanshaj is one more forward-looking show from the channel which explores the challenges regarding inheritance even in today’s world. Using a sharp consumer insight helped us come up with a strong consumer campaign both for mass media and digital, riding on the understanding that most family owned business often choose a male heir to take over the reins. Exploring this very theme of capability vs inheritance, we came up with our campaign thought #HameshaKaHiKyun.”
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