Brands let women do the talking this International Women's Day

BluSmart Pee Safe promote hygiene for women drivers 

BluSmart, an all-electric ride-hailing service, has partnered with hygiene brand Pee Safe to improve restroom access and hygiene awareness for women drivers. The #DrivenByHer campaign highlights the lack of clean restrooms for women in India, with 68% reporting discomfort while traveling due to inadequate facilities. 

As part of the initiative, BluSmart hosted an offline hygiene and menstrual health awareness session at its Gurgaon headquarters. Pee Safe educators provided guidance on restroom safety, self-care, and menstrual hygiene. Women driver partners also received hygiene kits containing sanitary napkins, toilet seat sprays, intimate wipes, and hand sanitisers. 

The company employs over 150 women drivers and runs initiatives such as Project Sakhi, which offers driving training, and DP Paathshaala, an app-based learning platform. The #DrivenByHer campaign aligns with the 2025 International Women’s Day theme of 'Accelerate Action' and aims to create a more inclusive mobility ecosystem. 

BluSmart operates in Delhi NCR, Bengaluru, and Mumbai and internationally with an all-electric limousine service in the UAE in 2024. Pee Safe, launched in 2017, offers personal hygiene products and has reached over one crore customers, including donating menstrual care products to underprivileged women.

Shemaroo’s campaign challenges gender bias 

Shemaroo Entertainment has launched #HarRoleIsHerRole, a Women’s Day campaign aimed at exposing unconscious gender biases in professional representation. 

As part of the initiative, Shemaroo conducted a social experiment where ten artists were asked to paint professionals such as a chefs, pilots, scientists, and firefighters. All participants depicted men, revealing ingrained stereotypes. The campaign also addresses gendered portrayals in school occupation charts, which often depict leadership roles as male-dominated.

To counter this, Shemaroo has introduced redesigned occupation charts with equal representation of men and women. These charts will be distributed across schools and NGOs to promote gender-neutral career aspirations among children. 

The campaign aligns with Shemaroo’s commitment to driving change beyond content production, fostering inclusivity within its organisation and promoting gender equality across industries. 

The media company has used storytelling to influence societal perceptions in the past. Through #HarRoleIsHerRole, it aims to shift public consciousness towards a more equitable representation of ambition and opportunity. 

CARS24 questions the trust gap in male-dominated jobs

CARS24’s Women’s Day campaign, ‘Park Your Bias’, highlights an overlooked gender bias in driving trust through a social experiment. 

At a parking facility, a male and a female valet with equal experience were stationed to park cars. Despite no difference in skill, 97% of car owners chose the male valet, even when he appeared inattentive or distracted. Only three of 80 participants handed their keys to the female valet. 

The campaign draws attention to the contradiction in public perception—while women hold 35% of driving licenses in India and work as professional drivers, they still face skepticism. Statistics indicate that men are more likely to overspeed, drive under the influence, and violate traffic laws, yet women remain viewed as less competent drivers. 

CARS24, an online platform for buying and selling vehicles, aims to challenge these biases and encourage equal trust in women’s driving abilities. The campaign questions the unconscious barriers that limit women’s opportunities in traditionally male-dominated industries. 

Decathlon ad promotes women's sports

Decathlon has launched the third edition of its ‘Play Your Own Way’ campaign, advocating for gender inclusivity in sports. 

The campaign challenges conventional perceptions of athletes and encourages women to engage in sports on their own terms. A campaign film features women participating in diverse activities such as running, swimming, and yoga, reinforcing the message that athletic ability is not defined by gender. 

The global sports retailer has also introduced #HeroesofDecathlon, an internal initiative celebrating women in leadership roles within the company. In 2024, the company received EDGE MOVE Certification for its commitment to gender equality in the workplace. 

With ‘Play Your Own Way’, Decathlon aims to foster a sporting environment where women can compete without constraints, redefining participation beyond traditional norms.

Stayfree encourages comfort over pretence

Stayfree has launched a new campaign for Stayfree Secure XL, encouraging women to prioritise comfort over societal expectations during menstruation. 

The campaign, featuring brand ambassador Kiara Advani, highlights how women often feel compelled to ‘act’ comfortable during periods despite discomfort from leakage worries and skin irritation. Stayfree Secure XL, with its LeakLock technology and non-irritant cover, offers up to 12 hours of protection, allowing women to move freely without concern. 

The campaign will be aired across television and digital platforms in multiple regional languages. Stayfree, part of Kenvue, focuses on menstrual hygiene solutions to help women manage periods with ease. 

Snitch sensitises men about online misogyny women face

Fashion brand Snitch has launched #OneCommentAtATime, a campaign addressing online misogyny by putting men in women’s shoes. 

Through a social experiment, the campaign presents men with the types of unsolicited and demeaning comments women often receive online. The video highlights the emotional impact of such remarks, encouraging reflection on digital behaviour. 

Snitch, known for its strong digital presence, aims to foster a more respectful online space. The campaign calls on individuals to take responsibility for their words and promote inclusivity across digital platforms.

 

 

 

 

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Simply Fresh promotes gender equality

Edible oil brand Simply Fresh has launched a Women’s Day campaign as part of its broader #RakhoIraadeFresh initiative, encouraging a shift in societal perceptions of gender roles.

The campaign video features a working woman who frequently chooses a female-driven taxi, challenging stereotypes about women’s driving abilities. The message promotes inclusivity and fair opportunities in all sectors.

Simply Fresh, a brand under BN Group, advocates for gender equality beyond Women’s Day, reinforcing its commitment to fairness in society. The campaign is being promoted across digital platforms.

Vivo India empowers women in STEM

Vivo India has launched ‘vivo KanyaGyaan’, a nationwide initiative aimed at increasing women’s participation in STEM careers. 

The programme provides mentorship, skill development, and industry exposure for young women from underserved backgrounds. So far, 150 women have benefited, with over 60% coming from low-income families. 

Accompanying the initiative is a digital campaign highlighting the importance of gender diversity in STEM fields. A campaign film symbolises determination through women ‘carrying their own chairs’ to claim their space in the industry. 

Vivo India aims to reduce barriers for women in STEM, fostering long-term progress and inclusivity in the sector.

 

 

 

 

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Glam21’s campaign redefines beauty standards 

Cosmetics brand Glam21 has launched #HaqSeHaseen, a campaign advocating for women’s right to define beauty on their terms. 

The campaign features three women who challenge conventional beauty norms by embracing their individuality. It promotes self-confidence beyond societal expectations and aligns with Glam21’s focus on inclusivity and diversity. 

The campaign, which targets women in tier-1 and tier-2 cities, is being promoted through digital platforms, social media, and influencer collaborations. Glam21, launched in 2016, offers affordable cosmetics tailored to Indian consumers.

Apollo Green Energy advocates for workplace equality 

Apollo Green Energy has launched ‘Growing Up, Growing Equal’, a Women’s Day campaign addressing gender biases in leadership and employment. 

The campaign challenges traditional perceptions of leadership and caregiving, promoting the idea that success is based on capability rather than gender. It features stories of individuals who have defied outdated expectations to achieve professional growth. 

Through digital marketing and industry forums, Apollo Green Energy aims to spark conversations and encourage action toward workplace equality.