This International Women’s Day, Brands celebrate the innovative spirit, leadership, and excellence of women through their campaigns.
Amazon:
Amazon India celebrated Women’s Day by embracing the of ‘She Is Amazon’ campaign, the second instalment in the series sees them approach by establishing equality for women. This is to highlight the company’s initiatives focused on increasing opportunities for women and creating sustainable growth paths in the workforce. The campaign spotlights women who have been at the forefront of innovation and who serve as role models or inspirations to others in the company.
As part of this year’s #SheIsAmazon campaign, Amazon India has released a doodle that showcases various policies, programs, benefits, and initiatives launched by Amazon India over the years. These initiatives and programs have been introduced to increase women’s representation in the workforce and to support their growth and professional development.
Croma:
Croma released a digital video commercial on the occasion of International Women’s Day celebrating women. Conceptualised and executed by SoCheers, an independently-led creative digital agency, the commercial, focuses on the theme of women’s independence and breaking gender stereotypes towards technology.
The ‘Tech the First Step’ campaign further encourages women to take that first step towards becoming more independent, highlighting the importance of enabling women to become more tech-savvy. This campaign is a proactive move in promoting inclusivity and gender norms surrounding technology.
As part of its commitment to supporting women to ‘Tech the first step’ internally, Croma takes concrete steps to empower and up-skill women by equipping them with training programmes such as the graduate course in BBA with a specialisation in Retail Management, post-graduate courses for the degree of MBA with a specialisation in either Retail management or CRM and more. The Breakthrough Series is another virtual leadership program that empowers women at the store manager and mid-management levels. The level two programme helps women who are on the cusp of early senior management roles.
Adidas:
This international women’s day adidas has launched a campaign featuring their women athletes. The film encourages women in sport & beyond to embrace their multiplicities and express them in an unfiltered way. Through this film, adidas celebrates the power of moving freely, rising above all distractions and enabling one to achieve their full potential.
The film features 8 women athletes including, Manika Batra, Ashalata Devi, Mirabai Chanu, Nikhat Zareen, Lovlina Borgohain, Palak Kohli, Shaili Singh, and Hima Das who are seeing sporting the all-new range of bras and leggings, this range caters to all workout needs across Studio, All Gym, HIIT and Running, with new styles specifically designed to combat all performance barriers. From four-way material stretch and recovery, to full adjustability, increased support structures, and airflow management.
Watch the film here.
Gritzo:
Gritzo, a brand of Healthkart and personalized nutrition drink for children has announced its latest campaign #RemoveTheTag on the occasion of International Women’s Day. The campaign celebrates women entrepreneurs who have successfully broken free from societal labels. As a part of the campaign, Gritzo is launching a video series featuring three prominent women entrepreneurs including Harini Sivakumar, Founder & CEO Earth Rhythm, Tapasya Sharma, Co-founder, Gnist Fashion and Shivani Popat, Co-Founder, Rashki.
The videos will showcase their journeys, challenges, and triumphs, and will inspire women to not limit themselves as per the societal norms and remove any tags that limit them towards their journey to success.
Josh:
Josh, an Indian short video app, has sought to make browsing the internet safe for women at night by conceptualising a campaign aimed at helping women feel safe while travelling alone at night. The #SafeSwipe campaign, launched on the account of International Women’s Day, is directed at enhancing women’s safety in India particularly during late night commutes.
As a part of this campaign, Josh has launched a series of semi-interactive short-videos disguised as phone calls wherein the user can interact with the video as though they are receiving a call from a loved one. In these videos, creators disguised as mothers, fathers, friends and even relatives in the police ask the user a series of questions pertaining to their whereabouts while a dialogue box prompts to the user what their reply should be. These videos have been conceptualised taking into consideration over 50 real situations a woman may find herself in, from a cab driver taking a different route and making unscheduled stops to cab rides in bad weather and feeling uncomfortable in a cab. The main purpose of this campaign is to alert and warn cab drivers that their female passenger’s whereabouts is being tracked by her loved ones.
Firefox:
Firefox Bikes, a premium bicycle brand yesterday launched its inspirational campaign “#RideYourFire” on the occasion of International Women’s Day.
As part of the video campaign, Firefox recognizes and celebrates all the women associated with the brand which includes their employees, ambassadors, community members and women channel partners for making their mark in the industry.
The campaign highlights the immense potential of women in the cycling community along with showcasing that women have the power to break down barriers and push boundaries, creating a space where they can come together and inspire each other.
As an on-ground activation, Firefox joined hands as the Ride Partner for International Women’s Day Cyclothon 2023, organised by the Directorate of Education, Govt of Delhi in collaboration with UNESCO, themed ‘Unity Ride for Gender Equality & Green Future’ which took place on 5th of March 2023.
Center Fresh:
Center Fresh highlights the International Women’s Day marks the true spirit of women who refuse to be boxed in by taking path-breaking opportunities across sectors that many might term as unconventional choices by releasing a special song Soch Karo Fresh.
The song applauds the determination of these women who did not let their professional calling be hindered by stereotypical expectations levied on women. With compelling lyrics like ‘Purane rules ho rahe hain break, Manufacturing ke ladies have a fresh take, Toh ab hoga unit main scene change, Kyunki ab yeh dikayenge apna wide-range’, the composition shines the spotlight on the power women can assert to shatter the shackles of gender norms. This ‘never-say-never’ attitude, and strong grit has been vividly captured by ace vocalist and rapper Pratika E Prabhune aka MC PEP, and takes on the world of rapping which is traditionally perceived as highly male-dominated and is characterized by defiance and rebellion.
Elite Group:
In a world where gender equality remains an elusive goal, Elite Developers has launched a campaign called- #NameplatesOfChange – to tackle a problem that often goes unnoticed: the way women’s names are frequently overshadowed or overlooked on nameplates, even in their own homes.
The ad campaign tells the poignant story of a young girl who dreams of owning her own apartment when she grows up but believes that only men can do so. The message is clear: subtle inequalities can impact young girls and limit their aspirations. The campaign aims to celebrate a positive change and reinforce the belief that every woman deserves recognition in her own home.
#NameplatesOfChange is a call to action for individuals and society as a whole to take meaningful steps towards gender equality and to appreciate the significant contributions that women make in all aspects of life. The campaign hopes to inspire a shift in the way people think about and approach gender equality.
Lumikai:
Lumikai, a gaming and interactive media-focused VC fund, has launched the #Pathbreakers digital campaign to showcase 40 of the most trailblazing women in India’s gaming and interactive media industry.
The campaign aims to recognize the stories of women game designers, developers, streamers, policymakers, and founders from Google, MPL, Garena, Games 24X7, Zynga, Ubisoft, Fanclash, Gamescraft, Loco, and Nazara, among others, who are shaking up the status quo and leaving their mark in the industry.
The fourth issue of the #Pathbreakers campaign features a powerful montage of nine trailblazing women sharing messages to pave the way and inspire more women to build careers in the fast-growing gaming and interactive media landscape.
The gaming industry in India has traditionally been seen as a male bastion. However, several women are breaking down these barriers and preconceived notions by excelling in various roles such as game developers, game designers, product managers, entrepreneurs, esports athletes, and content creators. As more women demonstrate their skills and talent in the industry, with a greater representation the industry will become more inclusive and diverse.
Research & Ranking:
Research & Ranking, an equity investment advisory brand and a part of Equentis Wealth Advisory Services Private Limited, on International Women’s Day, has launched a new campaign, #KhudKiPehchan, to celebrate the boundless spirit of women. The digital film brings to light a typical predisposed mindset in perceiving women’s identities (pre-decided titles of being a mother, daughter, or sister) despite donning multiple roles effortlessly.
The multi-lingual digital film exquisitely captures and highlights the limited participation of women across the workforce, leadership roles, and company boards.
It showcases multiple women describing their identities. They describe themselves as having multiple identities – one that is pre-defined and the other at their workplace. The workplace identity is important as they have carved it for themselves by defying several odds #KhudkiPehchaan.
Tata Technologies:
Tata Technologies rolled out a 10-day long campaign to recognize and celebrate the contributions of our women leaders.
Through RAINBOW, Tata’s Diversity, Equity & Inclusion initiative, we have kickstarted a series of interventions to not only train high potential women, but also handhold them in their leadership journeys through alignment with coaches & mentors – a step that is instrumental in ensuring the ‘glass cliff’ is avoided. We have also supported skill building in STEM field for underprivileged girls for close to a decade now – this is our way to provide the requisite support and show our willingness to walk with talent to make them industry-ready.
This covered an external and internal campaign to cover stories of our women leaders making an Impact, encouraging employees to share their stories of how they chased their dreams and organizing several communication talks and recognition programs.
As part of their internal campaign they are running a #YouInspireMe workplace campaign, organizing webinars on health and wellness & financial management, discussions, seminars, and workshops on topics such as gender equality, women’s empowerment, and diversity in the workplace.
