International Women’s Day celebrates all kinds of women all over the world regardless of race, creed, profession, etc. Women’s Day 2022 has put brands on their top games as they promote gender equality with their thought provoking campaigns. They are celebrating women from all walks of life and are creating an inspiration for the younger generations
Ariel
Ariel India – the detergent brand from the house of Procter and Gamble, has been unearthing the reality of inequality within households since 2015 with their award-winning movement #ShareTheLoad. Recently, Ariel launched the fifth edition of #ShareTheLoad that raises a pertinent question, “If men can share the load equally with other men, why are they not doing it with their wives? Ariel is urging men to be equal partners playing Equal roles at home. Because when we see equal, we #ShareTheLoad.
This film is truly reflective of the reality of today, and befittingly, also with the International Women’s Day theme- Break The Bias. Ariel’s #SeeEqual film carries a different mood and tone. For the first time ever, in this film we see the woman speak up against her unequal marriage, therefore taking a stand to break the bias in her marriage. When she realises that she is not seen as an equal, she demands equality from her husband. She speaks for herself, and for all the women in India who silently face the inequality in the eyes of their husbands. The film is also representative of men who are open to change and are already sharing the load. The film #SeeEqual is in tune with what the women world over wants not just on Women’s day but every day- breaking free from any gender bias and to be Seen as Equal.
Amazon India
On the occasion of International Women’s Day, Amazon India celebrates women who innovate, lead, and inspire others to reach greater heights. Aligned with this year’s theme, ‘Break the Bias’, Amazon launches ‘SheIsAmazon’, a campaign to put the spotlight on women employees, associates, and partners who have not only fought societal, cultural, disability, and economic barriers to achieve their dreams, but are also redefining the powerful role of a woman in the fast-paced e-commerce industry. As a part of the campaign, Amazon is launching a coffee table book that gives you an insight into the professional and personal lives of these women, and their journey of hope, struggle, and success. The foreword of the coffee table book is written by Dr. Aruna Sharma, IAS, former secretary to the Government of India, where she reiterates the need to accelerate women’s participation in the workplace, to accomplish the vision of a truly self-reliant India.
Amazon is driven by its commitment to creating a great place to work that fosters equity, empathy, respect for people, and an egalitarian work environment. Women have always led from the front when it comes to breaking bias. It takes courage, strength, and willpower to defy social norms and what women have been told to do for all these years. Honoring women for their courage and zeal is what we aim to do on this women’s day.
Times Prime
Times Prime, India’s leading premium lifestyle membership, on the occasion of International Women’s Day, has launched the campaign, ‘Ladies Take The Lead’ with an endeavour to celebrate the contributions of powerful women entrepreneurs in the start-up ecosystem. Times Prime is collaborating with women founders to delight its members with an array of exclusive benefits from young, conscious brands.
International Women’s Day is observed on March 8th every year to celebrate the achievements of women. This year’s theme- ‘Gender equality today for a sustainable tomorrow’ calls for climate action for women, by women and highlights that empowering women-led businesses is essential in creating a sustainable and equitable future.
Senco Gold & Diamonds
Women have been playing a very big role in contributing towards the growth and development of our country. In today’s society, they play a very active role and they act as harbinger of change. India is a diverse country and yet, we find unity in diversity. This is reflected in not just the good aspects but also in the prevalence of traditional mindset across the country. One such issue is of the deep-rooted patriarchy and gender inequality in the country. The old issues still plague us, often sanctified by religion and legitimized by tradition. In order to acknowledge and honor the contribution of women who overcome such social stereotyping, Senco Gold & Diamonds has launched a new Campaign showcasing how women despite wearing mangal sutra, does not tie them down as they are busy in their respective field of work and services. The women are shown wearing mangalsutra, and the voice over narrates and acts as their voice, talking about power, strength and capabilities of women from different strata of life can embrace their dreams.
Snapdeal
Snapdeal, India’s leading value commerce platforms, is marking International Women’s Day ‘22 with its new social media campaign #MainTaiyaarHoon, to encourage people to honor the women who have inspired and paved the way for them to realise their dreams.
A role model can play a very important role in one’s life, but a woman role model can particularly have a profound influence on other women. Given the years of challenges women have faced, seeing positive images of women taking charge of their lives, sends a powerful message to others that they, too, can achieve what they want. With #MainTaiyaarHoon, campaign, Snapdeal aims to empower women with examples of positive role models and showcase a diverse set of role models that they can look upto.
As part of the campaign, 20+ women influencers from different walks of life will give a shout out to women who have inspired them in many ways to embark on their own journeys. Snapdeal is encouraging women to create and share Instagram Reels and YouTube shorts talking about the women who inspired them in their taiyaari/preparation. The best Reels and Shorts will stand a chance to win exclusive offers for shopping on Snapdeal.
SUGAR Cosmetics
SUGAR Cosmetics, one of India’s fastest-growing beauty brands is marking this year’s International Women’s Day through their #WhenIAmReady Campaign on social media, primarily Instagram. This campaign provides a platform to drive conversation about how women are now breaking free from societal expectations regarding their personal life choices.
Women post a certain age are often faced with daunting questions such as ‘When will you get married? When will you have kids?’ Etc. These questions are a result of the societal notion of a pre-set timeline with respect to achieving certain life goals. The #WhenIAmReady campaign by SUGAR Cosmetics throws a spotlight on how women of today are responding positively to these societal expectations and encouraging other women to live life on their desired timeline.
Vedanta Ltd.
Vedanta Aluminium Business, India’s largest producer of aluminium and its value-added products, has launched ‘Vedanta#BreakTheBias’ Augmented Reality (AR) campaign on Instagram on International Women’s Day. The campaign is aimed at gamifying the message that female students and professionals should actively consider a career in the manufacturing industry, which is the most under-represented in terms of gender diversity. The Vedanta#BreakTheBias AR selfie filter invites the viewer to visualize themselves in manufacturing gear like hard hats and safety jackets with the backdrop of a manufacturing plant.
To use the filter, viewers can go to Vedanta Aluminium’s Instagram handle (@vedanta_aluminiumbusiness), click on the filters section, and try out the first filter titled Vedanta#BreakTheBias. With the words ‘Shout-out to women in manufacturing’ and #BreakTheBias emblazoned across it, the AR campaign seeks to encourage both men and women to try out the filter and post their selfies on their Instagram handles to encourage women to opt for a career in manufacturing.
Kotak Mahindra General Insurance Co. Ltd.
Saluting the indomitable spirit of women in all spheres of life, Kotak Mahindra General Insurance Co. Ltd. (Kotak General Insurance) has launched a new digital campaign #DriveLikeALady 2022 centered on women empowerment and driving.
The campaign is the latest edition of Kotak General Insurance’s yearly #DriveLikeALady 2019 digital campaign that was primarily built on insights about the driving habits and claims experience of its female policy holders. In the past years, the campaign has won multiple industry accolades for its out-of-the-box thinking and powerful impact.
Things2do
Things2do, India’s largest experience-centric platform that creates and curates unique experiences has unveiled its Women’s Day campaign, #WowYourWomen, various roles that women play and has presented multiple exclusive experiences to celebrate the occasion.
The campaign aims at breaking the age-old manner of celebrating Women’s Day which is generally celebrated by giving flowers, chocolates, or surprising with a meal. Women deserve better and hence the brand has curated multiple exclusive experiences such as Spa Date with your BFF, Private Yacht Date with your GirlGang, Luxurious 5-star dinner date, Dream Helicopter Ride, Pamper your Mom at Raddison Blu and more across Mumbai, Delhi, Bangalore and Pune.
Livpure
On the occasion of International Women’s Day, centred on gender equality, Livpure, a leading manufacturer of water purifiers, air conditioners, and innovative sleep and wellness solutions, has launched an impactful campaign around #BreakTheBias. At this very moment, we are more than two decades deep into the 21st century. Yet, workplace gender bias is still a concept in existence. It doesn’t just exist, but actively hinders women from reaching their full professional potential.
Under the campaign, Livpure is creating a stop motion/hyper lapse video featuring its employees proudly showcasing placards on how they are breaking the bias. It showcases employees working with women in their team, whether they report to or mentor one. There are no biases or prejudices in the team and all members are treated with equality. With this video, Livpure is cementing its unique stance – This Women’s Day, it’s all about equality. Not favours or flowers, just equality.
The Indian Performing Right Society Limited (IPRS), Dolby Laboratories, & Hungama Artist Aloud
Commemorating International Women’s Day, The Indian Performing Right Society Limited (IPRS), a representative body for authors, composers, and owner publishers of music collaborated with Dolby Laboratories, a leader in immersive entertainment experiences, and Hungama Artist Aloud, a platform for original content and talent, to launch #CelebrateHERMUSIC as part of their ongoing #HERMUSIC initiative to usher in a new era of Music in India.
#HERMUSIC will be commemorating its one-year journey through the initiative
#CelebrateHERMUSIC, acclaiming and acknowledging female creators who have made their mark and have paved the way for others to follow. The campaign was designed to empower, encourage and celebrate women in music thus creating a forum and community to explore and express freely. The #CelebrateHERmusic campaign is the last leg of the campaign. Under this campaign, we have successfully launched #UnleashHERmusic and #EmpowerHERmusic. The campaign has generated awareness about the growing opportunities, thus leading to hundreds of female authors & composers joining IPRS in the last year.
Godrej Group
On the occasion of International Women’s Day 2022, Godrej Group presents #UsForHer, a beautiful poem.
To bring alive this poem, the team has experimented with Sand Art. Renowned artist, Sarvam Patel has creatively rendered the narrative using his unique talent of storytelling through Sand Art.
The film goes LIVE on International Women’s Day across Facebook, Twitter, Instagram and LinkedIn and has been conceptualised by Team Godrej and Creativeland Asia.
Saraf Furniture
Saraf Furniture, India’s solid wood furniture player, in a major initiative to empower its women workforce announced its new employee-benefitting campaign, ‘Aapse Hi Toh Hum Hain’ throughout the company starting this Women’s Day. The campaign will take notice the needs of the company’s women employees at priority.
In this announcement they aim at strengthening and empowering their women workforce. Keeping in mind the comfort of the pandemic and working, the company has announced to install baby care units for new mothers. Also adding, the period leaves they provided for last year will also be extended for the financial year 2022-23. Flexible working hours will remove the rigid system of a 9-5 job. The employees will be provided to complete their hours as per their convenience. They can wish to switch to 10-6, 11-7 timeframe or can also talk to the HR for completing certain number of hours during the week. This is being done keeping their employees in mind.
The CAI Store
For this International Women’s Day, PETA certified vegan footwear brand- The CAI Store, launches their campaign #ShoeThemOut, which highlights the importance of shoo-ing away the naysayers and aims to empower and educate every woman out there with her rights and strengths.
The campaign features six inspiring women entrepreneurs that share their stories, experiences and encourage others on talking about shooing away all those who put them in boxes or try to bring them down and rise against all odds to their utmost best. The brand has also urged more women to share their stories on Instagram by inviting them to share their own experiences with the campaign hashtag #ShoeThemOut.
Truecaller
With technology and innovation playing an integral role in our everyday lives and the world moving to digital space, there is a spike in online abuse as well for women. Truecaller has been on an unwavering journey since its inception, trying to help the community by building safe and efficient communication.
Keeping in tandem with the global needs of cyber safety and acknowledging the importance of cyber hygiene, Truecaller is taking a step forward, this year by initiating a new leg to the existing campaign encouraging women to raise their voices and fight back the phone/sms harassment with #ItsNotOk – CallItOut. The campaign aims to challenge the current scenario of normalizing harassment and stand in support of women in their hour of need. To aid these efforts Truecaller has recently partnered with Cyber Peace Foundation as well to launch a cyber safety program and targets to train 15 Lakh women in the first phase.
Paree Sanitary Pads
Soothe Healthcare’s fastest growing feminine hygiene brand, Paree Sanitary Pads has always focused on creating disruptive campaigns to discuss issues related to menstrual hygiene. Keeping this in mind, they recently introduced their newest digital campaign, Paree for Paree, a campaign celebrating sisterhood and girls building each other up on this International Women’s Day.
As a mark of sisterhood, we know that, a girl in need of a pad is always saved by another. It’s a silent way of saying ‘I have got your back’. The campaign highlights the bond between women- be it a friend, a classmate, or an office colleague or even a stranger. Any woman can pretty much say “you’ve got a friend in me”.
Rentokil Initial Hygiene
Initial Hygiene, the leading hygiene service provider in India, has allied with “Woloo Assurance of Hygiene (WAH)” on a hygiene safety initiative for women on the occasion of International Women’s Day. Via this initiative – Woloo Hosts provide high quality washrooms for women in line with global standards supported by Initial Hygiene products and services. The initiative has been launched to help women access safe and hygienic washrooms that follow a global standard protocol based on safety, hygiene, and accessibility parameters during their daily commute.
In line with the global theme of Women’s Day, Initial Hygiene has created a social campaign #BreakTheHygieneBias. The campaign tries to highlight the challenges that women must face in accessing menstrual hygiene and washroom facilities. This bias in the availability of washroom hygiene services impacts their overall wellbeing. Through this campaign Initial Hygiene seeks to highlight these challenges and express their vote of support to organizations such as Woloo who are actively committed to this cause.
Vega:
Vega’s stance on International Women’s Day is for women to take a step back and explore their carefree self. Ananya Pandey’s zesty campaign reel spells out her #Befikar mantra reflecting a free spirited and happy-go-lucky vibe centred on embracing one’s true self.
The Vega campaign is all about owning one’s day and attitude by not getting swayed by perspectives catapulted at the speed of light. Rather it’s about celebrating the individual for who she is and what she stands for.
