Women’s Day marks the true spirit of women who dons multiple roles without experiencing the smallest pinch of qualm. The theme of gender equality in all fields encourages to imagine a world free of bias, stereotypes and discrimination. Brands have cracked their brains with extraordinary campaigns portraying the efficiency of women in every field.
Celebrating the spirit of invincible and strong women across the world, BYJU’S, the world’s leading edtech company, launched a special digital film titled #NeverStop for International Women’s Day on March 8. The film honours women and their indomitable spirit that has paved the way for future generations to dream big and achieve bigger.
Courage is about taking the first step. And it is the courage of extraordinary women who charted brave new paths in the past that have enabled millions of women around the world to believe in themselves, to come together, and continue on this journey.
Conceptualised and created in-house by the BYJU’S creative team, the film pays homage to inspiring and revolutionary women who have broken barriers across segments. As they pass the baton to women and girls of the future to build on these powerful legacies, the film underscores the message that women must “never stop believing, never stop inspiring, and never stop learning” in the face of any challenge.
Design Cafe & Fever FM
On the occasion of International Women’s Day, Design Cafe, India’s leading home interior solutions brand and the fastest growing radio network, Fever FM today, launched an awareness campaign to bring attention to the concept of unconscious bias and understand how it impacts individuals towards creating an inclusive gender ecosystem. While the campaign saw some stereotypical responses for common biases, it also witnessed many progressive thoughts indicating how Indians are on the path of breaking biases.
Unconscious or implicit biases are unconscious associations, behavior, or belief towards an individual, situation, or group. Due to these biases, a group of similar individuals (eg. women) is stereotyped with certain characteristics and qualities. However, these biases are not intentional and triggered at a subconscious level, which cannot be controlled unless there is an intended awareness.
The Pant Project
The Pant Project has announced its latest expansion of its product portfolio this International Women’s Day… Pant.hers – a wide range of custom-made pants for women in soft fabrics & elegant colors giving versatile style, a better fit and ultimate comfort. The campaign around their womenswear launch aims to help women embrace their bodies, own their unique style and choose pants that feel like a ‘second skin’. Own It: your body, your style, your comfort!
The campaign celebrates women of all body shapes and sizes with custom-made pants. With the brand’s core belief in serving wardrobe needs for those who are stuck between sizes at off-the-rack brands, The Pant Project aims to simplify women’s search for better-fitting pants in a market that is oversaturated with fixed sizes that do not cater to the entire customer-base entirely.
Modi Naturals Ltd.
Modi Naturals Ltd., a leading FMCG organization announced the launch of its International Women’s Day campaign #CookUpASurprise with Oleev Active delivering a strong message reinforcing the importance of women’s health.
The strongest pillar of every household- the woman, relentlessly goes from one role to another be it playing a homemaker, a wife, a mother or an entrepreneur making sure everybody around her is taken care of. But in all this, she shies away from attending to herself. This campaign puts to spotlight that women need to take a pause – sit back – relax and let the men take over the driver’s seat.
To make the campaign effective, Modi Naturals Ltd. collaborated with Television’s popular faces where they can be seen donning a chef’s hat and whipping up delicious food using Oleev Active for their special women. The campaign also highlights adopting a healthy lifestyle with the right choice of edible oil, a decision that should be a shared responsibility and not resting on a woman alone.
Mangalam Information Technologies
On the eve of International Women’s Day, Ahmedabad-headquartered Mangalam Information Technologies has unveiled a new campaign that showcases women redefining empowerment at the workplace. The campaign centred on the theme ‘Break the Bias’ consists of a short film highlighting the contribution of women at the company by showcasing their achievements.
Mangalam Information Technologies was recently awarded a coveted Great Place to Work certification. It has implemented a pathbreaking initiative wherein it has created an exclusive night shift WFH platform for women to provide an opportunity to those with working constraints. Mangalam thrives on building a strong work culture and pride in its people and achieves this goal through inter-department employee engagement activities, an open-door policy, and other initiatives such as annual health checkups, anti-sexual harassment committee, rewards and recognition programs and a hybrid work environment.
Bharti AXA Life Insurance
Bharti AXA Life Insurance, a joint venture between Bharti Enterprises, one of India’s leading business groups, and AXA, one of the world’s largest insurance companies, today announced it has launched an initiative aimed at nurturing female entrepreneurs and equipping them with resources to start or grow their own business.
To implement this, Bharti AXA Life has partnered with United Way Mumbai, a non-profit organization to promote entrepreneurship among women. While many women possess the skill to start and manage their own business, they often lack the necessary tools or resources. Bharti AXA Life will bridge this gap by supporting women with the requisite material & equipment required for their business.
India’s first dedicated portal for online education College Vidya today launched its marketing campaign, #ChunoWahiJoHaiSahi. The campaign prioritises the company’s vision to give an unbiased one-stop platform for working professionals and students to select the right online university.
Conceptualised and developed by Revex Media, the campaign consists of 5 distinctive ad films that embody the company’s belief on the importance of choosing the right university for students’ careers. The campaign shows regular relatable scenes, from the perspective of a working professional while choosing their courses to upskill, Which university is better?, Will the university have the right Job Placement?, Will Online degree come with offline value etc. College Vidya gives guidance to students seeking admission in online programmes via the website to access more than 50 universities and can compare them to select as per his/her interest, budget, Placement Assistance, Faculty, Student rating and government approval basis.
On the occasion of International Women’s Day 2022, Sid’s Farm, a premium dairy brand based in Telangana felicitated many of their women farmers for their contribution to the dairy industry. The women dairy farmers who gathered at Sid’s Farm facility at Shadnagar, Chevella Road were given an opportunity to upskill themselves. The company provided a workshop on responsible farming practices such as milking hygiene, Animal Health, ensuring a supply of feed and water of suitable quantity and quality, implementing an environmentally sustainable farming system; waste management system etc.
Sid’s Farm recognised the role of women farmers in maintaining the quality of Sid’s Farm products since its inception which stands for free of antibiotic, hormones and other preservatives. They were also given inputs on best practices at Sid’s Farm that can be replicated for a better ecological environment at their respective farms.
This International Women’s Day 2022, Groww, India’s leading investment platform announced the launch of social media campaign #YouGrowwGirl. The campaign challenges the stereotype that women lag behind in making financial investments and decisions.
As a part of the campaign, Groww’s latest digital film amplifies voices of women who are confidently taking charge of their financial future. Through the experience of these women investors, Groww aims to inspire and motivate other women just starting out, or who haven’t yet taken the leap, to continue to move forward and grow in their financial journey.
Groww’s campaign takes on the common misconception that women do not invest by highlighting the progress of everyday women. The film propagates the message that the act of financial investing is universal and independent of gender-specific boundaries, further strengthening Groww’s motto of #YehMarketSabkaHai.
Avanse Financial Services
Avanse Financial Services, a new age education-focused NBFC, announced a special offer on education loans for female higher education aspirants to celebrate International Women’s Day. To encourage women to pursue their higher education aspirations in any course and university of their choice, Avanse introduced an exclusive offer where the organization will waive off the last eight EMIs from the loan repayment structure for female applicants.
This special offer will be available on education loans sanctioned to women borrowers between 08 March and 08 April 2022. It is applicable for higher education programs in India as well as abroad.
Tata AIA Life Insurance Company Limited
Tata AIA Life Insurance Company Limited, (Tata AIA Life), one of India’s fastest growing life insurers today launched its new campaign ‘Trek’, to celebrate the spirit of today’s women on International Women’s Day. The campaign portrays how women are role models of support for their loved ones in life’s journey. It connects the endeavor of Tata AIA as a trusted partner that strives to help all consumers importantly women, to realize their aspirations and dreams that they may have held for long.
The film narrates an exchange between a mother who seems to be dropping her daughter for a trek with her friends. The mother’s concern for the daughter having packed everything conveys how she cares for her daughter’s wellbeing and wants her to have a great experience. It brings out the worry of a mother, especially when she cannot be around to take care of her children and the lengths, she will go to ensure the best experiences for her children. The story takes a complete twist as it is the daughter who is dropping her mother for a trek. Also, it is the daughter who has ensured that she packs all things that her mother will need during the journey. As the mother reflects that this big step would not have been possible for her to take without the help of her daughter, she is reminded of her role as someone who has taken care of the family all along as the epitome of support for them. This was the driving force for her daughter to come forward to help her mother as she embarks on this new journey in her life. The story beautifully conveys how in the changing times, some things like our trust in our parents and their continuous support have unchanged.
TenderCuts launched its #CutitTogether initiative to celebrate women on account of Women’s Day 2022. This initiative celebrates women and urges them to break the barriers and set their own benchmarks.
TenderCuts has always been a platform to support women to excel in their interests and provide platforms for growth. One video showcases how the different roles and responsibilities at the store being donned by the women at the TenderCuts stores starting from being Assistant Store Manager, Customer Service Associate, Butchers, Quality Check Specialists and Housekeeping staff. While the second video revolves around the life and daily activities of a women butcher ‘Sridevi’ at TenderCuts residing in a small hamlet in Chennai with her family. She has broken all the barriers to become the senior butcher at TenderCuts. The video portrays the success of Sridevi and how she has motivated others to break barriers and do what they are keen to do. Today TenderCuts is proud to have 100 women butchers across various stores in India.
Talk about personalisation, and boAt took it to a whole new level with their Women’s Day campaign. Their T.Rebel range of smart wearables and audio wear is designed exclusively for women. And the campaign experience they designed on the occasion of Women’s Day was just as exclusive, a first-of-its-kind.
boAt partnered with Digitas India, their digital agency, to launch a film that could be viewed by women only. This was made possible by building an interactive experience that unlocked the film with a voice command, but only when that voice belonged to a woman. Featuring the gorgeous Rashmika Mandana, the film spoke to women everywhere, urging them to ‘Dance through Life’. This life-affirming message was delivered as a joyous, upbeat anthem composed and performed by the upcoming Indie artist, Irfana Hameed.
This women’s day Zolo – Category leader and the largest co-living brand shines the spotlight on the importance of breaking the bias for women with a safe space that let’s them focus on their ambitions and careers while the basics are taken care of by providing safe living spaces equipped with various kinds of facilities for women to not only accelerate their growth in the workplace but also their confidence outside.
As women relocate to new places, they face new obstacles, and while businesses promise a safe work environment, finding a safe place to live is a significant challenge. There is a significant gap between the demand for and supply of safe spaces to live independently for women where they can focus on their accomplishments without fear of being harmed.
By spreading awareness and starting a conversation around a basic challenge faced by women every day, Zolo aims to contribute towards spreading awareness, and starting a movement dedicated to the empowerment of women, disrupting gender ratio in the workplace as they enable more women to move ahead with confidence and take up opportunities that further their career trajectory.
Licious, India’s largest tech-first, fresh animal protein brand, celebrates Women’s Day with 3 of the most prolific women influencers, in India. Licious has collaborated with stand-up comic Mallika Dua, actor Patralekhaa, and actor & artist Nidhi Singh, to create videos in which these uber talented women express their love for meat in their original, quirky style.
A brand made by the meat lovers for the meat lovers, Licious, has actively worked towards democratizing the kitchen by using a bevy of male protagonists in their brand communication. These men are seen cooking, entertaining guests, and engaging in light-hearted banter with family or even strangers. A decadent meat dish is nothing less than a celebration. It brings friends and family together to create unforgettable meals and memories. And in that endeavor, it is love for meat that takes the center-stage instead of gender-led biases or stereotypes! In their true trailblazing style, Licious has driven this point home through integrated brand communications, while highlighting their USPs. Licious meat and seafood comes in a vacuum-seal packaging that that can be transferred directly from pack to cooking pan. Putting male protagonists in the Licious kitchen has helped them effectively communicate the easy, convenient, highly enjoyable, and elevated meaty experience that Licious creates.
The films are a tribute to #BreakTheBias and enjoying scrumptious, meaty dishes the Licious way!
This International Women’s Day, Brookfield Properties launched The Brave Brooch campaign celebrating people from all walks of life who have chosen to #BreakTheBias. The Brave Brooch signifies the company’s commitment to support people who have challenged stereotypes to create an equal world which is truly diverse and inclusive. The Brooch has been hand-made by Bali Ji, a visually impaired artisan in Ramasar Palawal Village near Jaipur, Rajasthan who uses her art to empower herself and her tribe of 60 other women from the village.
Conceptualized by Brookfield Properties, #TheBraveBrooch is a digital-first 360-degree integrated campaign launched across all touchpoints encouraging the entire ecosystem to join The Brave Chain. The company has reached out to its employee network along with influencers across varied genres to use The Brave Brooch as a symbol to signify the movement while telling their ‘Break The Bias stories’ across platforms. The idea is to celebrate both men and women from all walks of life who have shown commitment and have taken a brave stance to be change-makers of their community. Employees, visitors and customers, will also get to see the Brave Brooch Installations across Galleria Mall, Bengaluru; Binge Central, Powai; and the business part at Sector 135, Noida.