Krishna’s Herbal & Ayurveda has announced #NurtureTheQueenWithin campaign in the run up to the International Women’s Day.
Said Shrawan Daga, Founder and CEO of Krishna’s Herbal & Ayurveda: “This Women’s Day, Krishna’s Herbal is celebrating the Queens in our lives, not just for a day but for an extended duration. Through this campaign, women will understand their own importance, give more time to themselves and also make it a part of their routine. Based on the age old wisdom of Ayurveda, the #NurtureTheQueenWithin campaign highlights how women can start self-care rituals, deal with health concerns like stress, sleep and hormonal balance, and find solutions in ancient texts.”
Biba, fashion brand, uveiled its digital campaign “Strength Meets Style,” centred around celebrating women of India. Featuring cricketer Renuka Singh Thakur, the campaign aims to shatter stereotypes modern Indian women face. Premiered around International Women’s Day, this film draws inspiration from real-life experiences to deliver a raw and relatable portrayal of societal expectations placed upon women, juxtaposing them with Renuka Singh Thakur’s authentic journey that defies those limitations.
Said Siddharth Bindra, Managing Director, BIiba Fashion: “At BIBA, we’ve always believed in celebrating the spirit of womanhood and are proud to champion the incredible women who are redefining what it means to be authentic, powerful, and stylish. With Renuka at the heart of this campaign, we are celebrating women and paying respect to their strength and grit. We hope this film inspires women across India to embrace their individuality and rewrite their stories.”
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This Women’s Day, Juicy Chemistry and Mommy Shots by Amrita have come together for the ‘Scars are Beautiful ’ campaign, showcasing the beauty of postpartum bodies and stretchmarks.
The photo series campaign went live yesterday (March 6) where 11 mothers flaunt their bodies, sharing their experiences of motherhood online to empower other women to change their perceptions and develop an appreciation for their bodies. Their stories are all about their raw emotions while reflecting and their change of perception of their bodies.
Said Megha Asher, the Co-founder & COO of Juicy Chemistry: “At Juicy Chemistry, we believe in promoting self-love and body positivity, and we are thrilled to partner with Mommy Shots for this unique campaign. Through this powerful photo series, we hope to inspire and empower women to embrace their bodies, and scars not just physical but emotional ones as well, and celebrate their unique journeys of motherhood. As mothers ourselves, we understand the challenges that come with motherhood and the impact it can have on a woman’s body and self-perception. We hope that this campaign will help shift the narrative and encourage women to see their bodies as beautiful and strong, no matter their shape or size. Together, we can create a more inclusive and diverse representation of beauty and promote self-love and acceptance for all women.”
Added Amrita Samant, Founder & CEO, Mommyshots, who conceptualised and shot the campaign: “In my world of photography, motherhood, babies and art, creating something meaningful that helps change the world obsessed with perfection was very close to my heart. We want to redefine beauty with every line and every scar that spells resilience strength and a unique journey, we want to go beyond the surface with this campaign. They’re more than blemishes, they’re badges of honor, they are tender and timeliness. I am super proud of the 11 women who came forward to normalize what the society has for far too long considered unsightly.”
Voltas Beko, a JV between Voltas and Europe’s Arçelik, has launched a film titled ‘It Is Her’ on the occasion of International Women’s Day.
Speaking on the campaign, Prasenjit Basu, Head of Marketing, Voltbek Home Appliances Pvt Ltd said: “At Voltas Beko, we firmly believe that women hold the power to shape a better future. Through our campaign, we wanted to pay a tribute to the incredible talent and dedication of our women employees who not only assemble home appliances but pour their heart and soul into every unit they craft.”
Taboola, advertising agency, today released the readership insights for March 2023. Taboola Newsroom uses Topic Insights to analyse real-time audience data to identify themes that engaged Indian readers throughout the month. The surge in page view traffic revealed insights into the diverse interests of Indian audiences in content across sports, festivals, and social events. Here are some of the key insights revealed from the readership trends for March 2023:
Sports:
The Indian Premier League (IPL) is a highly anticipated T20 cricket league in India that typically starts in March, featuring some of the top cricket players from around the world. However, this year the league will commence in April. Mumbai Indians, one of the IPL franchises, recently unveiled a new jersey for the upcoming IPL 2023 season, which features their traditional blue and gold colors, along with a unique design featuring a gold pinstripe and the “MI” logo on the front. The jersey showcases the team’s sponsors, Samsung, and DHL, on the front and back, respectively. Fans of Mumbai Indians are excited about the new jersey launch and eagerly await the start of the IPL 2023 season. Mumbai Indians have won the IPL title five times, and the new jersey is expected to further elevate their reputation of success. In other sports news, the Taboola Newsroom witnessed an impressive 1059% surge in readership in the past 45 days. Big sports events present an excellent chance for marketers to maximize their campaign’s reach and efficiency by targeting relevant sports audiences, whose traffic is known to increase predictably during such events. A highly effective way to take advantage of this opportunity is by using high-impact packages that combine all sports-related audiences across the Open Web in India.
Festival and Social Events:
Holi: Holika Dahan is a significant Hindu festival, also known as Chhoti Holi, that is celebrated every year one day before Holi. According to the Hindu calendar, Holika Dahan falls on the Purnima Tithi (Full Moon Day) of the Phalguna month. This year, on the 15th of March, the Purnima Tithi began at 06:20 PM and ended at 08:59 PM. The auspicious time for Holika Dahan lasted for nearly two hours, from 06:39 PM to 08:33 PM. The festival is celebrated with much enthusiasm and devotion throughout India, with people gathering around a bonfire to perform rituals and seek blessings for happiness and prosperity. According to Hindu mythology, Holika Dahan signifies the victory of good over evil, marking the burning of Holika, the sister of demon king Hiranyakashipu. This cultural celebration is held in high regard and is observed by many across the country, with the Taboola Newsroom seeing a 1156% rise in readership regarding the event. Similar to major sporting events, festivals also offer a golden opportunity for marketers to tap into an audience that is actively seeking out gift ideas for their loved ones. Smart brands can start planning their campaigns well in advance of the festive season in the latter half of the year, as it is sure to be a significant event. By leveraging contextual targeting, brands can effectively reach consumers as they research and browse gift options for their loved ones.
International Women’s Day: To honour women’s contributions to society and to raise awareness about gender equality, International Women’s Day is celebrated every year on March 8th. The day is dedicated to celebrating women’s achievements and recognizing the obstacles they face. To commemorate the occasion, influential women such as politicians, activists, and celebrities have shared inspirational quotes to inspire and empower women. These quotes underscore the importance of women’s rights, gender equality, and the need for women’s voices to be heard. LiveMint has compiled a list of some of the most powerful quotes from influential women worldwide, which individuals can share to promote the message of women’s empowerment. The celebration of International Women’s Day and the inspiring quotes shared on this occasion serve as a reminder of the progress made in women’s rights and the ongoing efforts to achieve gender equality. The event has seen a 189% increase in readership on the Taboola Newsroom.
Someone asked to do a review of International Women’s Day communication. And for once I flatly refused to do so. I find it ridiculous that for one day, just one day, the whole world seems to be suddenly sympathetic to all women. Millions are spent on creating communication for one day. Every brand worth its salt becomes a crusade for woman. Products which actually pigeon-hole women into beauty compartments do not feel ashamed to be proud to be associated with the day. There is this facewash brand which used Indian women cricketers (who incidentally are the talk of town due to WPL but let’s leave that for another day) with a headline saying #Not Fair and goes on to define beauty in the way the cricketers play. Neatly done. But then what is the product actually? Natural Glow. The current euphemism for fairness. Or to put it more bluntly, whiteness.
And then most of the communication is targeted at the upper crust of the society. Not necessarily the woman, but the peer group of those who create such communication. It’s like a pat on the back. Or more likely to win an award. And of course, the millions of women for whom March 8 just goes by like any other day, are not even thought of.
I am not criticising the rationale of International Women’s Day. Neither am I questioning its importance. I am questioning the way we celebrate it.
Personally, I think the day should actually be a start of a round-the-year programme which helps to uplift the cause of women. And the big difference is that it should not talk to women, but to men.
Let’s face it: it is us men who still control women. It is us men who still make the rules. It is us men who decide the fate of most women. So, if anything has to change, the change has to come from the men.
We do not need to celebrate women. We need to liberate our women.
A good start for any brand could be to tell men what women are capable of. Not by preaching to them but by using examples of common women. Not just the cricket players but a housewife, a mother and a daughter too. In communication we always say that word-of-mouth or first-hand endorsement by a user is the best way to convince the target group. So why not use the millions of examples around us to tell the men that women can do little things which can make an enormous difference in everyone’s life.
Look around you. Look at the women in your own life and around you and you can see what they are capable of.
Let me give you some examples from the women I know.
My wife. Most know her as that. But not many know that she is actually a fighter. And she in turn was influenced by her mother. My wife lost her father when she was in Class 10. Undaunted, her mother sent her son to US for higher studies. For more than a decade my mother-in-law, my wife and her younger sister lived alone. Learning, earning and surviving. And then when I embarked on my international career, she sacrificed her dreams and work to allow me to grow. When I had a huge health issue, she stood by me like a rock. She helped me come back like a phoenix and sacrificed much more than just some materialistic things.
Just before 50, she decided to reinvent herself. She relocated to my hometown Dehradun, a city totally unknown to her and embraced it with open arms. She started from scratch in a new responsibility getting involved with boarding schools. She did a one-year online course and started etiquette management as a subject in some schools. Not only that, she ventured out on her own. Today, schools offer her assignments at her terms. Parents seek her out from cities far away from Doon. And I bask in her glory. Tell me which man will not be inspired by her story?
She has rubbed off on my daughter too. My daughter suffered from Vitiligo from a young age. This is a skin illness which leaves white patches all over the body. Daughter. Vitiligo. Indian society. You get the drift. We (read, my wife) started treatments from various sources. But what amazed me was the fighting spirit of my daughter. She actually became an extrovert. People would stare at her but she would hardly be bothered. In fact, she started wearing short pants and sleeveless clothes, just to make a point. Her maturity belies her age. Hey, men, isn’t that an inspiring story?
Then I heard about this domestic help of a common friend. Typical Indian maid sob story. Husband was a drunk who would not earn anything, snatch away the maid’s salary, beat up and abuse her and the children. She wanted her two sons to be educated. So, our friend helped her enroll into a adult’s school, where in three years she could read and write. She opened a bank account. Learnt to do digital transactions. Because she learnt to read, she discovered that her children can go to a good school under the EWS quota. I also must admit that with her confidence and financial independence, we tried to influence her to leave her erratic husband. But she has refused to do that. She is confident she can turn him around too. Now isn’t that something men will be glad to know of?
Recently, I made a new acquaintance in my society. The lady is the wife of an army officer. She mostly stays with her children as the husband is posted in remote locations. A common story for most of our armed forces families. But what amazed me was her daughter. She is doing her UG in economics and I casually asked her what she wants to do next? I was expecting the answer to be on the lines of MBA, Teacher……but in a calm and poised way she answered unhesitatingly. She wanted to join the defence services. Here is a girl, who is spending most of the time away from her father. Who is seeing her mother bring up the kids on her own. And yet she is choosing the same profession as her father’s. Knowing that not only is it difficult but also unusual for a girl. And she has the option of doing almost anything else. Immense courage and strength of character in the mother too, for encouraging her daughter to go ahead with her choice. This is the real discourse of a woman. Is there any man who will not admire the thinking of these women?
I am sharing just a few examples. Am sure, you readers have your own such examples. So why can’t some brands build a favourable opinion about women by taking such simple, ordinary stories? Not just on women’s day but the whole year round? Why pay lip service which will be forgotten almost immediately? Women’s day has to kick start a change in the men. It’s not about any aspiration. But it needs to be about inspiration. Inspiration from such everyday stories and truths.
Meesho, e-commerce marketplace, launches campaign for International Women’s Day. The #NoBiasInBusiness aims to dispel stereotypes and celebrate women in business from all walks of life.
Megha Agarwal, CXO, Growth at Meesho said: “Socioeconomic equity and women empowerment have always been at the core of Meesho’s philosophy. These are equally vital for accomplishing our ambitious dream of an ‘Atmanirbhar Bharat’, which is built on inclusion and empowerment. Through our campaign, ‘Class of 2023’, we are bringing to life stories of women-led businesses from all corners of the country, who have charted their own path, built successful businesses and created a myriad of employment opportunities in their local communities. We hope this will inspire more women to chase their dreams with #NoBiasInBusiness.”
Candere by Kalyan Jewellers has launched their Women’s Day campaign- a digital initiative, #EkZindagiKhudKeNaam.
The digital campaign showcases women from various walks of life, catering to different professional demands. However, Candere, as a contemporary lifestyle brand, takes pride in celebrating these women from all corners and acknowledging their diverseness & individual achievements.
Sharing the thought behind the campaign, Rupesh Jain, Founder and CEO, Candere by Kalyan Jewellers, said: “We are delighted to present our unique Women’s Day campaign that encourages women to celebrate their identity by taking a break from the usual days. With #EkZindagiKhudKeNaam, we aim to establish an emotional connection with the audience, trying to value their choices and preferences.”
Added Trupti Morone, Head-Branding, Candere by Kalyan Jewellers: “The campaign is a reminder to women that they are enough and do not need any external validation. The highlight from the campaign “ Tujh se behtar tujhe kaun jaanta hai” further reinforces that no one knows you better than yourself urging them to prioritize their likes and dislikes.”
It was the official International Women’s Day yesterday. The 8th of March. Another day and another round of conclaves, purpose-led brand associations, events, and hype. Another day when inspirational anecdotes featuring women achievers were circulated and celebrated. Women exploitation, empowerment, POSH, Glass Ceiling breakers were the focus of discussions. And then, life returned to abnormal. Because what one desires should be normal and what exists, what one is trying to change the abnormal. I am not sure if I got that right. May be it is the other way round.
Advertising is always ahead of the curve, reflecting aspiration and desire. Brands try to mirror evolution of women and changed status on and around women’s day. A life full of unconstrained new social flexibility and age-old constraints.
The purpose-led intent of the brand and its advertising fails to nudge a behaviour change or change the life of women. But, this focused women’s day advertising and brand associations bringing attention and focus to inequalities, non-inclusive, exploitation, unjust norms, and expectations must not stop. They are the reality check and a good reminder.
Socially we have come a long way, and we collectively accept the new emerging scenario and challenges. However, when we look deep, we remain the same in more ways.
NOTHING CHANGED.
Trust me, other than for the minuscule population, women’s day is like that dinner in a marriage or the political rally full of promises. In a short time, every evidence of the celebration is removed, and the promises are forgotten.
Everyone tries to exploit the opportunity. In Mumbai, a sizeable residential society and the Municipal corporation representative celebrated Women’s Day last week. The corporator is also a woman. Speeches happened; examples of achievements were shared. And at the end, women were given a branded Tawa and pan as a gift. PR opportunity over. It tells how much nothing has changed.
On TV, debates and conclave on women’s interests happened. Newspapers devoted pages, and FM will bring stories to life. Digital will have its moment marketing, and that’s it. Most probably, at most debates, it will be a male-dominated panel. Or perhaps not.
Even today, sharing household jobs and load still sounds like ‘Share Her Load’, and we know we have not moved further.
WE HAVE BEEN OVER-AMBITIOUS.
I think somewhere, we have missed a trick. We are trying to move too fast. We want tectonic impact without grassroot changes and acceptance of role, responsibility, and contribution resulting from gender inequality. And we have moved to discuss women’s role in Climate control. We have missed the basic need to nudge behavioural change in terms of Gender respect, gender equality and inclusiveness.
NO SHIFT.
In 2021, MTV said: ‘There is more to a girl’s Life than Shaadi ‘. Facebook featured a woman football coach to make a statement. Ijazat Hai by OkCupid reminded you that women still need permission for everything she does! Most try to establish that running and maintaining a home is not her and not only her responsibility.
In 2022, the 121st Women’s Day celebration is no different.
We are still in the same area and area. The brands are trying to establish and talk of a similar thing. Designing a world without a glass ceiling and barriers. We still work with contrived expectations. Prega News harps how women can carry both worlds. The world she is expected to- her home and the world of her job responsibilities.
Wow skincare demonstrates the power with #SheMakesUs. Kalyan jewellers push for I am more than enough and tries trending #BreakTheBias. Hera uses International women’s day as a cover to launch and even includes a hashtag #NoMoreCompromise in the creative; such initiatives undermine the efforts of other well-intending brands.
Greenlam Industries, in a very contrived way, try encouraging gender equality. Still, it is not her right.. #CanDare, #Impossible, and such Hashtags appear and disappear like the celeste bodies.
MISSING CHAPTER.
A special mention to Whisper for ‘Keep Girls in School’. This initiative will go a long way and will have a considerable impact. We need more dedication from brands- ‘Missing Chapter’ is a move in the right direction. And yes, I wait to see the wall paintings that the brand wants to use to raise awareness about mensuration.
WE HAVE BEEN STUPID.
We have always kept high expectations from purpose-led advertising. Yes, the right communication is known to trigger behaviour change and nudge society toward the right direction, but they are rare and few. A significant societal change requires working at an individual level.
THERE IS HOPE.
It will be wrong to say that all efforts are wasted, and no change has happened. The new generation is far smarter, more cued for their acceptance and rights. I do think the tsunami of change is just ahead, and the process will only get accelerated. Till then, let’s raise a toast to the new generation of aware women and wish that things do change.
YOU CAN MAKE A DIFFERENCE.
Forget the buzz associated with International Women’s Day, and forget its existence. Go, celebrate the women in your life. Whosoever is important in your life. Your grandmother, mother, sister, wife, daughter, daughter-in-law, friends and relatives.
Start afresh. Start small.
Listen to their ambitions, desires, barriers, and complaints. And make some positive contribution to their life. Start treating them as equal. Allow them to express be inclusive in education, social interaction and freedom and flexibility. Give them the freedom to be listened to and act.
On the occasion of International Women’s Day, Audible, the online audiobook and podcast service of Amazon and Delhi Press have announced the release of over 60 popular Hindi stories, from the publishing house’s magazines Grihshobha, Sarita, and Saras Salil in audio format exclusively on Audible, absolutely free.
Said Shailesh Sawlani, VP and Country GM, Audible India: “This International Women’s Day, we are bringing some already popular Hindi stories, from some of India’s most renowned Hindi magazines to life via audio. I hope all listeners enjoy the heightened listening experience these stories offer, and the convenience it offers to those multitasking throughout the day. With such initiatives now and in the future, we want to continue to bring unique, diverse content to our listeners across the country”
Added Anant Nath, Executive Publisher of Delhi Press, added: “Our magazines are loved and admired by millions of readers, especially women, for their heartwarming and relatable stories that resonate with the myriad of emotional hues they live through in their daily lives. This Women’s Day, we are extremely pleased to bring a selection of these stories in audio format on Audible, to a wider audience.”
Prega News, Mankind Pharma’s pregnancy detection brand, has launched a new campaign, #SheCanCarryBoth to celebrate the boundless spirit of womanhood.
Notes a communique: “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,” adding: “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 harbors a sense of inclusivity that motivates the women to celebrate their various phases of womanhood, while not compromising on their dreams and ambitions.”
Malabar Gold & Diamonds has released a television commercial film directed by filmmaker Gautham Vasudev Menon tailored specifically for the Tamil Nadu market. The film pays tribute to Tamil women.
Said Malabar Group Chairman MP Ahammed: “Through this television commercial, we pay a tribute to the poise and vivacity of Tamil women on International Women’s Day. Collaborating with Gautham Vasudev Menon to shoot this women-centric ad film was an easy decision for us as he is well known for his unique way of capturing their lives on celluloid. The cinematic genius of Menon, unique sensibilities of Tamil women and beautiful designs of Malabar Gold & Diamonds have woven magic. We are quite happy with the initial response to the film.”
Someone asked to do a review of International Women’s Day communication. And for once I flatly refused to do so. I find it ridiculous that for one day, just one day, the whole world seems to be suddenly sympathetic to all women. Millions are spent on creating communication for one day. Every brand worth its salt becomes a crusade for woman. Products which actually pigeon-hole women into beauty compartments do not feel ashamed to be proud to be associated with the day. There is this facewash brand which used Indian women cricketers (who incidentally are the talk of town due to WPL but let’s leave that for another day) with a headline saying #Not Fair and goes on to define beauty in the way the cricketers play. Neatly done. But then what is the product actually? Natural Glow. The current euphemism for fairness. Or to put it more bluntly, whiteness.
It was the official International Women’s Day yesterday. The 8th of March. Another day and another round of conclaves, purpose-led brand associations, events, and hype. Another day when inspirational anecdotes featuring women achievers were circulated and celebrated. Women exploitation, empowerment, POSH, Glass Ceiling breakers were the focus of discussions. And then, life returned to abnormal. Because what one desires should be normal and what exists, what one is trying to change the abnormal. I am not sure if I got that right. May be it is the other way round.