Women's Day 2018: What brands have done

Amanté 

In a film conceptualised by Leo Burnett Orchard, Amanté celebrates the fact that it employs 65,000 women to serve its customers. The message is, "When women support women, it makes for a happy women’s day”. 

 

Borosil

Conceptualised by Social Kinnect, Borosil created a film through which it looked to remind viewers that even the smallest effort made with the women in our families can help change the world.

 

Freshmenu

FreshMenu rolled out #SheSpeaks, a performance art project that looks to celebrate the voices of women. The brand labels '#SheSpeaks' as a platform that celebrates women in a space they deserve: a space that respects them and a space that encourages every woman to #TrySomethingNew. 

 

Myntra

 

 

The brand met men who belong to the lower middle class of society as it believed that awareness of ʻGender Equality' is mostly lacking across this segment. They explained to them about women's rights and equality as they encouraged them to to start with small changes such as educating their girl child, letting their wives contribute more in family growth and stability, respecting women in general and standing up against the domestic abuse. Myntra recorded a simple promise statement from these men that they hope will make a positive change in women present in their lives.

 

Indiabulls Home Loans

 

Indiabulls Home Loans launched a digital campaign titled '#ExtraordiNAARI' to celebrate the extraordinary spirit of women. In a film conceptualised by Social Kinnect, Indiabulls Home Loans takes viewers through 'The Bohri Kitchen's' Nafisa Kapadia. The campaign further encourages viewers to change their Facebook display pictures with their ‘ExtraordiNAARI women’ custom frame filter.

 

Indiamart

Through a film, Indiamart salutes the spirit of women entrepreneurs who have realised their dreams and aspirations by overcoming hurdles. The video emphasises the support of the families of these women which has helped in the success of the women. 

 

Ixigo

 

Travel marketplace ixigo wants women to travel without any apprehensions. It shows questions women are asked when she wants to travel. It ends with a message that reads 'eight out of 10 women still need approval to travel. Let's change that.' 

 

Max Fashion

The fashion brand from the Landmark Group has launched a digital campaign with the idea of ‘inclusivity’. The campaign urges women to express their individuality without any inhibitions.

 

Reebok

 

Reebok India conducted a social experiment ahead of Women's Day. Titled, 'Bruises can be good', the experiment featured select participants across both genders, spanning age groups. They were asked to observe a young woman, marred with bruises. The audience believed she was a victim of  domestic abuse or eve teasing. The bruised girl in the film, stands up to perform a martial art move, surprising the audience and undoing their reactions to her bruised body. With a voice over, it is revealed that she is an athlete and that her bruises are 'good' as they are a proof of her strength that enables her to defeat an opponent.

 

Reebok has made a petition on Change.org to make self-defense a mandatory part of school and college curricula for female students. 

 

The Roadster Life Co.

 

Every seatbelt tells a story. Especially, if it's a woman in the driver seat. The film by Roadster speaks about the different types of women drivers.

 

 

Mahindra Trucks and Buses

 

What's the image that comes to mind when you mention the term 'truck driver' or 'dhaba owners'? This set of two films from Mahindra Trucks and Buses is refreshingly different. 

 

 

 

 

Viviana Mall

 

Sticking with the term 'ExtraordiNAARI' is Viviana Mall. This year, the mall invited women acid attack survivors to create awareness and campaign of stopping acid sale and acid attacks. Acid attack survivors from NGO Acid Survivors & Women Welfare Foundation (ASWWF) walked the ramp and narrated stories of attacks by alcoholic husbands, one sided lovers and in-laws etc. These women have fought back and are doing courses, finding jobs and aspires to make their career shine. 

 

Viviana Mall is looking to empower women and urged acid attack survivors to send their resume on [email protected]. The mall will share it with their brand partners to assist these survivors to get desired jobs.

 

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