Women’s Day marks the essence of women excelling in every field of life handling multiple tasks at a time. With a lot of awareness in society through various mediums, women are reaching greater heights barring all the obstacles. This year’s theme, ‘gender equality today for a sustainable tomorrow’ has brought out the best in several brands attempting to break the biased mentality. Brands have come up with creative as well as thoughtful campaigns to promote gender equality in day to day life.
Prega News
Prega News, Mankind Pharma’s pregnancy detection brand, on the occasion of International Women’s Day has launched a new campaign, #SheCanCarryBoth to celebrate the boundless spirit of womanhood. The film depicts the true spirit of women who can don multiple roles without experiencing the smallest pinch of qualm.
The video film exquisitely captures the insecurities of women with the portrayal of three starkly different personalities. One has happily entered the phase of motherhood, the other is highly sceptical about the career options as a model post her pregnancy, while there is another ambitious lady disoriented from the concept of motherhood to fly high in her career.
Prega news with the campaign intends to break the stereotypical inhibitions arising in every woman’s mind and drives away their doubt that having a child can bring a full stop to their career. It enunciates the huge strength of women who do not shy away from any form of responsibility. It harbours a sense of inclusivity that motivates the women to celebrate their various phases of womanhood, while not compromising on their dreams and ambitions.
Michael Kors
To the fabulous, fearless, and fashion-forward women across the world, Michael Kors shares its Women’s Day edit. The edit offers a mix of accessories starting from the classic MK motif bags to footwear perfect for any shenanigans.
The eye-catching edit also includes the recently launched Ashya Collection bags in dual brown and black tones which can be worn around the neck, waist, or crossbody. The Spring/Summer 2022 collection styles include brown open-toe platforms with buckle and studs as trims, embellished logo watch, logo satchel bag, gold chain logo bracelet, hot pink pouch bag, bucket bag, and chunky sneakers.
Plum
Plum – India’s leading beauty and personal care brand born with a philosophy of being clean, real, and good has launched #PlumGoodnessStories – an initiative to celebrate these stories of goodness. Taking this philosophy of spreading goodness stories beyond its products, the brand celebrates ‘real’ women who strive to make the world a better place through their work.
The International Women’s Day campaign by Plum stems from the thought that goodness comes in all shapes, sizes, and sentiments. Plum aims to break the cliché of goodness by celebrating several unique manifestations of it, with a core thought to celebrate the little things that count and the small acts that don’t always turn into a statement. This year, the spotlight is on 4 such women who strive to make a difference in their unique way.
Plum has put together a series of mini-episodes narrating the stories of 4 women spreading goodness in unconventional ways. From stepping up to demystify and un-complicate subjects to standing up to keep roads clear of traffic jams. From candidly speaking about sexual health to supporting new moms with breastfeeding – their journey resonates with the brand ethos of “Be good”. And that beautiful resonance has been amplified through #PlumGoodnessStories.
Kalyan Jewellers
Kalyan Jewellers, one of India’s largest and most preferred jewellery brands, launched the #IAmMoreThanEnough digital campaign ahead of International Women’s Day. The video features the regional ambassadors of the brand, in unique and distinctive avatars.
With a strong narrative to support the video, the campaign communicates that today’s modern Indian woman is smart enough to recognise that being branded as ‘too much, is just society’s way of trying to hold her back. She challenges social narratives and societal constructs to boldly claim her place in the world while embracing her individuality and her unique sense of style. The video asserts that a woman should be appreciated, respected and celebrated for herself, her work, her passion, her strength, her persona and her talent.
The #IAmMoreThanEnough campaign, created along the lines of the International Women’s Day 2022 theme #BreakTheBias, crushes many established notions. The high decibel campaign encourages the woman to compete with herself, while overlooking biases that hampers her growth – because she is more than enough.
BIBA
BIBA, the national apparel brand, comes back this women’s day to celebrate and honor the many shades a woman dons in her life with their latest campaign titled #ManyShadesOneMe.
The campaign #ManyShadesOneMe is calling out women to talk about the roles that they play in their lives. As we know, women grow up playing and mastering many roles, be it of a daughter, sister, mother, wife, who also goes on to become a mentor, a guide, a friend, a philosopher, a healer, and someone who guides her children, her family, and colleagues. She also takes on the role of a caretaker—someone on whom other people in her life rely and thus ends up playing a role that transcends labels and definitions. The thought is what BIBA is celebrating and is giving an opportunity to get trained in courses such as English speaking, Instagram marketing, Facebook marketing, photography, music, Amazon Home Business, Photoshop for Beginners, life coaching, and web design.
Bombay Shaving Company Women
Bombay Shaving Company Women, a hair removal solutions brand for women launches International Women’s Day film #BreakTheHairarchy that celebrates women’s body hair, and their choice to remove it.
Fun & peppy yet sharp & riveting, the campaign film questions the norms associated with women body hair & drives a strong message of breaking all these taboos, encouraging to #BreakTheHairarchy. It asks to rethink the socially conditioned ideas about women’s body hair and the uneasiness that comes while dealing with it.
While being a hair removal brand and truly believing in being smooth, Bombay Shaving Company Women also believes in the individual’s right to carry themselves the way they want. The film respects that narrative of ‘choice’, and how it is the individual who will choose whether to ‘keep’ the hair or ‘remove’ it, in any form, in any part of their body.
PURPLLE
This Women’s Day Yami Gautam joins hands with Purplle.com to champion a cause and raise funds for the victims of rape and sexual assault, helping them transform from victims to survivors with partners.
During the Purplle Women’s Week from 5th – 11th March 2022, Purplle will contribute 5% of the proceeds from the sale to Majlis, a Public Trust that provides legal support and guidance to women facing domestic violence; and PARI, a movement that has risen to be the voice of women suffering from sexual assault and violence. The funds will be utilized to provide support for survivors with psychological counseling, education to eradicate victim stigmatizing, legal support, and training, and enabling empowerment through meaningful support.
Fujifilm Instax
Fujifilm India Pvt. Ltd., a pioneer in imaging solutions and leader in instant cameras, has launched a special social media campaign titled #WomanOfMyOwn to celebrate the journeys of some of India’s leading women content creators. The brand has shortlisted 5 remarkable creators from categories including fashion, lifestyle, travel and art. Their journeys will be showcased through 60-second videos that will include key moments and milestones that they have witnessed over the years. Fujifilm Instax will post this on their Instagram handle, in line with Instax’s ethos of capturing memories instantly only to save them forever.
Besides this, the creators will also be expressing themselves through creative videos related to their areas of expertise such as traveling, dancing, fitness, cooking, or other forms of art, using the hashtag #WomanOfMyOwn and tagging Fujifilm in their posts. This activity will highlight their journey of becoming a woman they are truly proud of.
Evergreen Club
Evergreen Club, the online community for older adults has launched their Women’s Day campaign #LadyActYourAge highlighting age-related stereotyping faced by elderly women in everyday life. Through a video, this social media campaign by Evergreen Club explores the conflicting messages women have been given about how they should look, live, and behave as they get older.
#LadyActYourAge acts as a powerful reminder for each one to change our actions, the way we speak, and the expectations we as a society put on older women. It also reminds us to beat gender and age-related stereotypes, and give elderly women the freedom to make their own choices.
Hera
Hera, a brand that offers Clean & Simple Health solutions for women, has launched its campaign #NoMoreCompromises on the occasion of International Women’s Day 2022. The brand in its new campaign launched a brand film with a simple, yet powerful message to women across all walks of life.
All throughout their lives, women have always been the ones to compromise – be it their career, household responsibilities, holiday with friends or simply wearing what they like. The film throws light on this strong message and that it’s time they realize to put an end to it, starting with their health. Because, when it comes to health, there’s no need for one to settle for anything less & women only deserve the better & the best.
Stashfin
Neobanking platform, Stashfin, has introduced exclusive offers for its credit line card customers this International Women’s Day. In the run-up to 8th March, Stashfin will be offering 8X accelerated rewards on purchases made at select partners – Amazon, Flipkart, Myntra, Swiggy, Zomato, Nykaa, Tatacliq, Tanishq, Croma, Ajio, Chumbak, Lenskart, ShopperStop, Myglamm, BlinkIt, BigBasket.
With a brand promise of ‘Nobody in India should be credit starved’, Stashfin has been working towards the financial inclusion of various customer segments who find it hard to be accepted by traditional banking systems. The company also helps the underrepresented build their credit footprint to enable them to improve their quality of life.
Dineout
Breaking the gender stereotype and challenging the gender bias today, India’s leading restaurant technology platform, inresto by Dineout has launched a new women’s day campaign #BustTheMyth that talks about the organisation’s women leaders who are inspirational, assertive and empathetic, and stand at par with their male counterparts.
The campaign features six leading women from the organisation and their team members. They are shown talking about the qualities of the women leaders and how they ensure operational agility and lasting impact on the overall business.
Melorra
Melorra, one of India’s fastest growing D2C brands designing BIS hallmarked, and trendy fine jewellery for everyday wear, is celebrating women across the board who are #groovineveryday in whatever they choose to do! The brand is recognizing the passion, aspirations, paths, and journeys of women both with and at Melorra.
Women don multiple roles in their daily lives. From designers and engineers to accountants or homemakers, hustling is a passé – they are #groovineveryday. Melorra’s campaign lauds this independent spirit through the campaign that has both online and offline elements. The brand has also launched its Enchantress collection and roped in hundreds of Instagram influencers with a cumulative reach of 50 million. Inspired by the daring look and feel of the dominatrix woman, the Enchantress collection is a range of gold and diamond jewellery with edgy motifs that capture the dauntless vibe and the fearless party look of the season. The influencers will post their dominatrix selfies and pass the challenge on to other women as well.
Wiggles.in
Wiggles.in, India’s first holistic preventive pet care brand, brings its iconic campaign back this year, following the success of its International Women’s Day campaign, #SheIsABitch in 2021, that empowered women pet parents to reclaim the word bitch for its true meaning and purpose. #SheIsABitch promotes the right use of the word ‘bitch’ while empowering women to lead this change in thought and mind-set. The second part of the User Generated Content (UGC) campaign will drive messaging via the impact the campaign created by communicating through testimonials from women parenting female dogs aka bitches.
The second phase of the campaign #SheIsABitch takes a step forward to measure and understand the change in opinion and perception, picking up from where it concluded last year. Like last year, the campaign this year too hopes to see participation from men in a bid to reclaim the word bitch for their female dogs. Moreover, Wiggles.in also aims to further deepen awareness about the fact there is to be no negative connotation attached to the word ‘bitch’.
Mother Sparsh
This International Women’s Day, the underlining theme is, without gender equality today, expecting a sustainable and equal future tomorrow is of no consequence. As women globally continue to touch higher zeniths, aspiring millions following the suit, Mother Sparsh decided to salute women power in a very unique way.
All the superwomen working at the baby and mother care brand were asked a question as part of the #BelieveIn campaign. Their responses are intended to inspire millions of other women to stand firm on their beliefs, thereby believing in themselves. While some said they #BelieveIn support, compassion and equality, a few answers mentioned self-expression and stopping any comparison with others, for doing so would lead to self-belief. Every woman needs to know that stronger the belief, stronger would be you!
VIVO
With International Women’s Day just around the corner, VIVO, the innovative global smartphone brand, today announced the launch of its new digital campaign, “Joy of Equality” which highlights gender stereotypes that are prevalent within society. The brand aims to nudge its audience to introspect and take corrective measures to break the bias.
The campaign stems from the thought that Joy is incomplete without Equality. Backed by a strong narrative, the film pans through various phases in the life of women that sheds light on how they are treated differently and are asked to ‘pose’ for society. The film is a montage of different ‘poses’ for the camera by different people at different stages of life; from an infant to the elderly seen through the lens of the camera as a dispassionate observer. Through occurrences that may be seen as commonplace, it tries to bring to light the inequality in the treatment meted out to women right from birth.
Edelweiss Mutual Fund
Celebrating International Women’s Day, Edelweiss Mutual Fund launches a digital film that highlights biases that start within each one of us and how we can take steps to break them. The film inspires women to take the pledge that they will rise above these biases and break free. At different stages of life, women themselves doubt their ability and commitment. Many women, not surprisingly, lose self-esteem and career confidence. To break this bias barrier, women must first break their mental barriers.
In this video, Radhika Gupta explains that a woman’s life and mind are constantly riddled with self-doubt, whether it is to shout or the urge to walk out. Being judged for simply doing their job, being called snobby, lazy, or bossy, women land up thinking multiple times before they take even the tiniest of steps. The force of BIAS when it goes beyond boundaries or limits wields the power to seek within. There is nothing a woman can’t do and nothing a woman cannot be. It is time to bid goodbye to biases and to break free.
