MxMIndia

Tag: women’s day

  • To celebrate and voice their challenge this Women’s Day

    VavoDigital promotes transgender marketing influencers

    By Our Staff

    VavoDigital, a tech-enabled platform for influencer marketing, has initiated a conversation on transinclusion and trans-influencers. The company aims at making the entire influencer community very inclusive. In a five-part video series titled #MannSeWoman that commenced on March 3 in a run up to Women’s Day.

    Said Neha Puri, Founder & CEO, VavoDigital: “One day each year, we celebrate women – their struggle, achievements in different arenas and their unity to fight against hardships over the years. In this patriarchal society, where sexually identifiable women still struggle for their dignity, it seems like an impossible dream to watch the transwomen living a life of pride. VavoDigital aims at voicing and celebrating the challenges and success of not just those ‘born as a woman’ but those who chose to be a woman’, not just on the occasion of women’s day but every day. Being an Influencer Marketing platform, we want to understand how the society and brands are becoming more accepting of the transgender community in their promotions and what changes would the community like to see in the future.”

    Added Rudrani Chhetri, Indian Transgender woman actor, model, activist, entrepreneur, “I’m extremely delighted to be a part of the initiative by VavoDigital this Women’s Day. The thought behind endorsing or promoting any brand does not have to be by a specific gender.  I started the first-ever transgender modeling agency as I believe, every product is inclusive, it is just how we as humans have bifurcated it according to genders, and now we need to break this. I see this as an opportunity and, it is not tokenistic and not for the sake of saying it or doing something for the not-so-privileged. This will help people to be influenced by different communities endorsing and talking about products. It will also give the community, the confidence of growing up and a larger audience to speak to. The initiative will help us to break the gap between the general community and us. Initiatives like these give us hope to live, see life better, to live life with dignity.”

     

     

  • Highlights from a study conducted bu Erusaem, a market and media intelligence advisory, on issues concering women as discussed in media, combined with a quick questionnaire-based feedback from 200+ women respondents

    Deciphering Women’s Issues: A Dipstick by Erusaem

     

     

    Celebrating womanhood on Women’s Day is a feel-good factor. A reason for women to dress up and have a ‘girls’ day out’, thanks to smart marketing and discounts offered across brands and platforms.

    While womanhood certainly needs to be celebrated, the truth, however, is that these celebrations are only restricted to commercial facets. There is a need to look deeper to the REAL concerns of women; more importantly, understand their aspirations, to be able to tap into the true spirit of Women.

    Erusaem, a market and media intelligence advisory, has attempted do just this, with a quick study on women issues discussed in media, combined with a quick questionnaire-based feedback from 200+ women respondents

    Here are highlights from the report:

    Gender biases continue to be a reality in the real India. The deep-rooted patriarchal mindset across SECs, Age Groups, Geographies is a deterrent inspite of the surround sound of women empowerment, feministic revolutions et all.

    Apart from the gender biases at workplaces was reflected in the data on how women are losing their professional employment at a faster rate than men since the Covid -19 pandemic hit us all.

    Recognising women as a strong workforce is still a dream to be achieved. This inspite of research showing the value women workforce can add to the national GDP:

    • If women participated in the Indian economy at the level men do, annual GDP could be increased by 60% above its projected GDP by 2025 –McKinsey Global Institute

    • Women account for only 19.9% of the total labourforce in India

    • Increasing women’s labor force participation by 10 percentage points could add $770 billion to India’s GDP by 2025.26– The Catalyst

     

    Crime Against Women

    • Housewives accounted for the second-highest percentage of all suicide victims in India in 2018. In other words, every sixth victim of suicide in India is a housewife – The Swaddle

    • One girl child is sexually abused every 15 minutes in India– National Crime Records Bureau Report

    • National Commission for Women (NCW) registered an increase of 2.5 times in complaints of domestic violence during Covid-19 lockdown

    • In India, there is a 30% increase in new registrations on matrimonial websites– Lancet

    • Indian women are 56% likely to use mobile internet than men, with only 35% of active users in the country being women – The Mobile Gender Gap Report 2019

    _____________________________________________________________

    Respondent Survey

    Sample Size: 209 Women Across Age Groups and SECs – All India

    The outputs are based on an online questionnaire focusing on a generic sentiment, without concentrating on any specific business objective

     

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    For more insights, you can reach out to: Shruti Tupe at shrutit@erusaem.com

  • Recognises achievements of women

    Embassy Group celebrates Women’s Day with new video

    By Our Staff

    Real estate firm Embassy Group has launched a new campaign “Choose To Challenge” for Women’s Day. The video celebrates the women of Embassy.

    Said Vineet Singh, Group CMO, Embassy Group: “The last 20 years have witnessed a massive change in the social fabric of our society where increasingly women are making a mark for themselves in every sphere of life which also includes the corporate world. The real-estate sector is no exception which is gradually seeing more women take important roles be it in the leadership team and frontline roles. At Embassy Group, keeping in line with our future first vision, we have constantly strived towards creating an inclusive workplace with equal opportunity for all, where women employees have always played a pivotal role in every level of the organisation. Keeping this in mind, our women’s day digital video is our small effort to celebrate these achievements by showing how women are constantly opening the doors to a future first world where conversations happen on an ‘individual’ level without gender playing a role in it.”

    Added Sonia Khurana, COO, Digitas, India: “When the idea of creating a video to celebrate women on IWD came up, our collective reaction was that it would be a cliche. But it soon sunk in that dismissing it is the real cliche. The reality demands constant reminders to claim what is rightfully ours and the inclusive Embassy culture made it organic and easy for us to craft this video. Why shy away from telling the truth, especially when it can have a positive domino effect in the industry and the world at large.”

     

     

  • Campaign to celebrate trailblazing elder women with tagline#Marchwithresilience

    Emoha Elder Care launches campaign for Women’s Day

    By Our Staff

    Creative_0303 Emoha Elder Care has launched #Marchwithresilience campaign to celebrate trailblazing elder women this Women’s Day. The campaign consists of a series of short video that features women in their 60s and 70s.

    Said Saumyajit Roy, Co-Founder and CEO, Emoha Elder Care: “India has witnessed countless number of courageous, strong women who have left a significant mark on our history. While some of them stand as icons of women empowerment today, most ordinary women living ordinary lives are often unrecognized. Thus, we decided to give a platform to these ‘ordinary women’ to narrate their tales of fairly ‘un-ordinary’ acts. We are trying our bit to contribute by recognizing these real change makers, the inspiring women who dared to lead and continue to serve as real examples for today’s generation as well.”

     

     

  • Celebrating Women’s Day is a statement of truth and reality. It tells you that the bias exists, writes Sanjeev Kotnala

    International Women’s Day: You Can Be The Difference

     

    By Sanjeev Kotnala

     

    March 8, International Women’s Day is just around the corner. The annual celebration of Womanhood and Empowerment. A day with the spotlight on women. Just like the Diwali lights, when the day is over, these spotlights on women and their issues will be neatly packed and tucked away till next year.

    As I write, many brands and organisation will be giving the final touch to their Women’s Day celebrations. Nothing has changed. Celebrating Women’s Day is a statement of truth and reality. It tells you that the bias exists. That there are created stereotypes by men, barriers and obstacles in the life of a woman. That society still needs to mend its way.

    I don’t think in my lifetime the need to celebrate women’s day will become obsolete.

     

     

    WOMEN’S DAY MARKETING

    Suddenly many brands wake up from deep sleep. They find a new purpose. Shamelessly try speaking on behalf of women and demonstrate how wrong the society is. Treating the audience with wonderfully crafted videos. All in good intent! But the intent counts for nothing.

    The brands will speak of women empowerment, her right to decide, multitasking, contribution as homemakers, how the male in the house should support her and how motherhood is a challenging journey. Brands celebrate women achievers across society. They amplify how they care for them.

    Women-centric brands will be vociferous in their solidarity with women. They will go out of their way to associate with the occasion. And in this fake make-believe world, few brands with real intent and action will also be lost.

     

    WOMEN’S DAY JUDICIARY, POLITICS AND GOVERNMENT

    Even the government and some politicians treat women’s day as an opportunity. They talk about how statistics prove that things are changing. How they have been conscious of the need and what they have done for women. Few schemes addressing women vote-bank will be announced may, only to be forgotten later.

    Other than the few landmark judgments, you will keep hearing of questionable views—no rape in marriage, the rapist should marry the victim. And many more that will shake up your belief.

     

    MEDIA AND WOMEN’S DAY

    Newspapers, television channels will dig into their archives and bring alive the multifaceted women. Interview woman high achievers and dedicate a whole supplement to them. Most of them will paint a rosy picture of how things have changed. And when you ask women, you will realise, nothing has changed, or the change is just not enough.

    A brave few will take realistic stock of the situation. But, most will continue to undermine the role and position of women in the society.

    Social media will celebrate the day as they do every other moment. Maybe with a little bit of more sensitivity. But mostly, it will be the mask that you will see.

    You will find predominately male panels discussing the life of a woman. Polarised views on empowerment, second innings after motherhood, sanitary hygiene, girl child education, love jehad, right to abortion and same-sex marriage, all will find their slots in the discussions.

    Sites dedicated to advertising and marketing will do an in-depth analysis of how brands have tried communicating what they may not believe in. It happens every year. (MxMIndia doesn’t do it any longer, but we know who Mr Kotnala is referring to. – Ed)

     

    MEN WILL BE MEN

    The males will leisurely wake up and wish ‘Happy Women’s Day’ to the women in the house. They will carry that to the workplace with a knowing smirk. And then they will pat themselves, a job well done. Job is over. Even before Women’s day is few hours old, they will be back and jokingly say, men, will be men.

    Wisecracks will be shared on social media. There will be jokes on women day and their problems. A few politically inclined will talk the right things but will never walk the talk in reality.  But most myopic men will continue to be scared of women empowerment.

     

    Net-Net

    The day will leave the homemaker and the working women equally fatigued. They will be emotionally, mentally and functionally scarred through the year and mostly not in a position to appreciate the well-intended efforts! They still have to work about work arena biases, sexual molestation, rape, murder and unsolicited advice. They will always remain worried about returning late at night from work and the prying eyes. Nothing would have changed.

    The little change that would have happened would have been because of the lockdown. Instead of Government and brands, they would thank Coronavirus.

     

    YOU CAN MAKE A DIFFERENCE.

    If you are really concerned and want to take a proactive step, start celebrating women’s day every day of the year. Encourage education and financial independence. Stop child labour. Promise yourself not to remain a silent observer if you witness women being targeted unnecessarily. Be fair in your dealing and expectations. Be gender-sensitive.

    Because every small step and acts count.

    And in the process, prove that the cynical me is wrong.

    That there is hope.

     

  • The campaign addresses the stereotypical prejudices associated with women

    Mother’s Recipe highlights stereotypical comments against women in new ad

    By A Correspondent

     

    Mother’s Recipe has created an engaging vox-pop in collaboration with Social Panga, that questions the stereotypical comments targeted towards women. To commemorate Womens Day, the company came up with the #PerceptionBadlo campaign to address the stereotypical prejudices associated with women.

     

    Speaking about the campaign, Sanjana Desai, Executive Director, Mother’s Recipe – Desai Foods Pvt Ltd said: “Mother’s Recipe as a brand has always encouraged women empowerment and with this campaign, we aim to bring a change in the mindset of the people who create stereotypical biases against women. We have observed that certain comments and remarks are rooted in centuries-long differences in class, sexism, and stereotyped gender roles at work, in society, and in private life. Hence, we created a campaign #PerceptionBadlo to spread awareness against the biases related to a specific gender. “

     

    Adding to the success of the campaign, Himanshu Arora, founder of Social Panga, added: “The campaign was the result of the analysis we did regarding the current trends around women. We noticed a lot of chatter around stereotypical discrimination against women like only girls can wear pink, a woman should have a child by the age of 30, women belong in the kitchen, etc.  It was a conscious decision to associate with Mother’s Recipe for this campaign for driving a change. Through this campaign we aim to bring a momentum of changing the stereotypical thoughts that are associated with women.

     

     

  • The new campaign defies constricting barriers of Pay Gap, Gender Inequality and Sexism that are prevalent in present day society

    Haier attempts to shatter gender bias faced by women

    By A Correspondent

     

    Haier announced the launch of its new campaign that challenges the gender biases and issues associated with women in the real world. The Women’s Day campaign features India’s leading sportswoman Dipa Karmakar as a symbol of power to fight against the constricting barriers of pay gap, sexism, patriarchy, misogyny, body shaming etc. that holds back dynamic women to realize their dreams.

     

    Commenting on the new Women’s Day campaign, NS Satish, Senior Vice President, Sales & Marketing at Haier Appliances India said: “At Haier, we are constantly working towards touching upon subjects that hold a matter of relevance in our society. This Women’s Day, we wanted to highlight some of the major stereotypes that are deeply entrenched in society and act as a barrier for women in realizing their dreams. Our new campaign is a testament to our philosophy of ‘Inspired Living’ where we are trying to defy these norms through the courage and passion of India’s inspiring women athlete, Dipa Karmakar.”

     

    The video series has been conceptualized and created in collaboration with Famous Innovations. Added Raj Kamble, Founder and CCO, Famous Innovations: “We are proud to work on a project that is defying the gender biases in today’s world. Through this video series, we have not only tried to highlight the prevalent barriers that women face in the present day society but also showcased a powerful way to defy these with strong grit and passion.”

     

     

  • Attempts to send message that ‘Capability has no look or hairstyle’ through powerful stories of women

    Nihar Naturals Hair Oil launches its digital campaign #Unstereotype

    By A Correspondent

     

    On the occasion of International Women’s Day, Nihar Naturals unveiled its digital campaign titled #Unstereotype, to recognise and showcase stories of real women and their experiences of breaking stereotypes. Through this campaign the brand aims to drive an impactful message leading to change in perception about correlating a woman’s look and her capabilities.

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Nihar Naturals believes that every woman has unlimited potential and strength and stereotyping them basis their looks overshadows their efforts and hard work. The women featured in our videos have done extraordinary work in their respective professions and we salute their strength, determination and capability. The brand has always championed the cause of women’s progress and is a perfect embodiment of the spirit of these strong women.”

     

     

  • The campaign helps Kotak put their two-wheeler low interest loan on the map

    Fulcro launches new campaign #KotakPrimeWithHer

    By A Correspondent

     

    Fulcro has launched a new campaign for Kotak Prime on the sidelines of Women’s Day. The campaign titled ‘#KotakPrimeWithDrive’ helps Kotak put its two-wheeler low interest loan on the map.

     

    Talking about this campaign, Sabyasachi Mitter, Founder, Fulcro, said: “When the audience you want to talk to is glued to their smartphones, how do you grab their attention and effectively convey a story? That is how, we as an agency came up with a new approach called ‘Thumbstoppers’ which takes storytelling to a different level. Thumbstoppers uses 90% of landscape of your smartphone in a vertical format. The whole idea was to come up with an innovation which would be catchy, appeal to the masses, and tell a story in the most simplest way in just 10 seconds.”

     

     

  • It focuses on innovative social enterprises addressing key social and environmental issues

    DBS Bank unveils new season of its mini-series ‘Sparks’

    By A Correspondent

     

    In celebration of International Women’s Day, DBS Bank India debuted a new episode of its mini-series, ‘Sparks’ featuring brand ambassador Sachin Tendulkar. The series is centered around the theme “Everyday Heroes for a Better World” and focuses on innovative social enterprises addressing key social and environmental issues.

     

    Said Shoma Narayanan, Executive Director – Group Strategic Marketing & Communications at DBS Bank India: “We are moving towards creating conversations and engaging customers through innovative storytelling and authentic content. Being purpose-driven has always been a part of DBS’ value system, and we aim to drive meaningful change through Sparks. It celebrates real-life heroes working towards creating a sustainable future, and on the occasion of International Women’s Day, we are bringing you the story of one such enterprise. Even cargo helps women work in professions that have traditionally been inaccessible to them. We are delighted to join hands with Sachin Tendulkar for this episode, and are committed to championing our shared vision of gender equality.”

     

    Added Yogesh Kumar – Founder and CEO, Even Cargo: “At Even Cargo, our endeavour is to help in the skill development of women, leading to an increase in their participation in the labor market and therefore, helping them overcome the barriers of unemployment. Women are the driving force behind our organisation’s mission, and we are delighted to celebrate their contribution this Women’s Day. DBS Bank and Sachin are equally passionate about championing inclusivity, and we thank them for supporting us in our journey.”

     

     

  • Underlines the contribution of Women on International Women’s Day 2020

    TVS Eurogrip celebrates the new age woman “#TheRealSpecialist”

    By A Correspondent

     

    TVS Srichakra rolled out a social media campaign “#TheRealSpecialist” to commemorate International Women’s Day 2020. The social media campaign aimed to acknowledge and celebrate the contribution of each woman and the roles they play in our everyday lives.

     

    Commenting on the campaign P. Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited, said: “TVS Eurogrip takes this opportunity to celebrate today’s women who embrace diverse roles and emerge specialists in whatever they endeavour to do. It is only befitting we call them The Real Specialists. Through this Women’s Day campaign we celebrate their success.”

     

     

  • The campaign will run with the hashtag #Youareyou

    Opancho launches digital campaign to celebrate individuality of women

    By A Correspondent

     

    On the occasion of International Women’s Day, Opancho, a for-women-only, contemporary footwear brand, launched a social and digital media campaign titled #Youareyou that highlights and celebrates the uniqueness of every woman individual. The internet campaign showcases powerful stories of some of India’s successful women personalities who have broken the glass ceilings to achieve something meaningful and big in their careers.

     

    Explaining the thought behind the newly rolled out campaign, Dipika Agarwal, Founder-Director, Opancho said: “Being a woman in India is not easy. One of the major reasons that deter women to be the best version of themselves is the questioning and constant criticisms of the people around them. Also, the hardwired conditioning of the patriarchal society many a times makes women believe that their own judgments are flawed, and they need to change their personality attributes to fit in to the society. At Opancho, we have always believed that women are incredibly powerful and capable of breaking all such myths and social stereotypes. So, through our company’s latest digital campaign, we are taking a step ahead to remind every woman to not let go her distinctive personality in trying to satisfy anything or anyone; just be confident and proud of yourself, because even if you seem to be different, ‘You are you’.”