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Tag: Akshara Centre

  • Authenticated by Akshara Centre

    Ariel and Disney+ Hotstar curate a list of films that SeeEqual

    By Our Staff

     

    Ariel India and Disney+ Hotstar have curate a list of films and shows that ‘SeeEqual’.

     

    Speaking about the collaboration, Sharat Verma, Chief Marketing Officer, P&G India & Vice President, Fabric Care, P&G India said:  “Over the last seven years, Ariel #ShareTheLoad has sparked conversations to address the inequality in the division of household chores. This year, with the message to #SeeEqual, we want to bring to light the unconscious biases, stemming from decades of conditioning, that come in the way of us all sharing the load equally. To accelerate change, it is important we reinforce positive imagery that promotes gender equality, and shatters stereotypes. We are happy to partner with Disney+ Hotstar to put out a curated list of films and shows that portray strong women, progressive circumstances, and equal relationships. Do check out the See Equal and #ShareTheLoad collection!”

     

    Added Dr Nandita Shah, Co-Director Akshara Centre: “We are happy to join #SeeEqual as it resonates with what Akshara Centre has been working towards for more than two decades. It is indeed challenging to build conversations on gender equality in an atmosphere where sexism and objectification is normalized and reinforced rampantly in popular media. In this partnership with Ariel and Disney+ Hotstar, we would like to substantiate few movies and series that have begun showing positive portrayal of women. We invite the audience to join us in changing the negative narrative and making the switch to positive depictions. This will enable us to take stronger steps towards gender equality.”

     

  • Aims to get men to think and introspect their actions at home

    Ariel launches fifth edition of ShareTheLoad campaign

    By Our Staff

     

    Ariel detergent washing powder has launched a new campaign to continue conversations around unequal division of domestic chores. The #SeeEqual film kicks off to inaugurate the 5th edition of ShareTheLoad. Ariel urges men to be equal partners playing Equal roles.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India: “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad”

     

    Added Josy Paul, Chairman & Chief Creative Officer, BBDO: “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.”

     

    Said Nandita Shah, Co- Director, Akshara Centre: “Gender inequality at home is underrated and often overlooked with women bearing the brunt of this inequality. When women believe that they are equal to men and start taking a position for it like in the Ariel #SeeEqual film, change happens. This change in behavior goes a long way in making the home more equal. If men understand how to do household chores, there should be nothing stopping them from sharing this equally and responsibly. We are happy to collaborate with Ariel to drive the conversation around gender equality in the division of household chores, and urge men to #See Equal and #ShareTheLoad.”

     

  • Partners with Akshara Centre, NGO for women and children

    82.5 films for GOI to fight child marriage

    By Our Staff

     

    Akshara Centre, an NGO for women and children, in collaboration with the Government of India’s Ministry of Women and Child Development, have commissioned an ad film, #JustAChild.  The ad is conceptualised by 82.5 Communications, directed by filmmaker Pradeep Sarkar and features voice of Ila Arun.

     

    Speaking about the ad, Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications-India, said: “Amid the many crises of the pandemic, child marriage is one serious problem that was not getting enough attention. Our attempt is to correct that. Director Pradeep Sarkar and singer Ila Arun have helped us create a film with a strong impact. We hope it will be seen widely and its message taken to heart.”

     

    Added Mayur Varma, ECD and Creative Head, Mumbai & Kolkata, 82.5 Communications: “The attempt is to use unmissable storytelling to make the message of ending child marriage unmissable.”