Every year, International Women's Day (IWD) serves as a powerful reminder of the resilience, achievements, and ongoing struggles of women worldwide. Amidst the celebrations and calls to action, brands have increasingly utilised this day as an opportunity to showcase their commitment to gender equality through their advertising campaigns. While some continue to tout the lackadaisical trope of the ‘all-sacrificing superwoman’, some brands have tried to push the envelope with refreshing, impactful and stirring narratives. These not only capture attention, but also provoke thought, spark conversations, and inspire change.
Here are Campaign's picks for campaigns making waves and sparking conversations this Women's Day, handpicked in alpabetical order as always:
Aditya Birla Group
The campaign, ‘Change the Game’ literally sets the ball rolling by delving deep into a pool of biases that working women confront daily. The centerpiece of the film is a metaphorical ‘red’ ball, symbolising these biases, via which the film attempts to dismantles gender stereotypes and discusses gender biases faced by women in their career aspirations by featuring real-life women
Leaders at Aditya Birla Group have successfully challenged stereotypes by excelling in traditional roles often perceived as 'male-bastions'. Through the 90-second narrative, the film urges viewers to reassess gender norms and serves as a clarion call for a shift in attitudes and practices at the workplace.
American Tourister
This International Women’s Day 2024, Future Generali India Insurance launched a campaign, #DontBeAPlus1 featuring author, columnist and women’s rights advocate, Twinkle Khanna, emphasising the importance of women taking control of their health and financial well-being.
To build intrique around the campaign, Khanna shared a cryptic post in the run-up to IWD, slashing her own name with a white ink and mentioning “Kumar’s +1”, on her social media handles thereby generating a lot of curiosity among fans and netizens with several theories and wild guesses floating around.
The mystery was finally unveiled on Women's Day when Khanna a.k.a MrsFunnyBones revealed the reason for the post, by sharing the #DontBeAPlus1 campaign, where she teams up with Future Generali to question why women should settle for being just a '+1' on a man's policy, urging women to undertake their own insurance decisions in her trademark humourous style.
Swiggy
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