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Indian brands and agencies embrace girl power in Women’s Day themed campaigns

International Women’s Day has inspired a spurt of thematic creativity around the region. This appears to be especially true of India.

Ogilvy India has created ‘#Stop Saying Women Can’t’ for plywood brand Greenply.

Through the course of the ad, several women are asked which of an array of objects were probably created by women. The big reveal: it was the cabinet in which these objects were stored.

Ogilvy India’s chief creative officer Sukesh Nayak said: “The seeds of patriarchy are sowed so deep that we still express wonder when we hear of women working in certain professions.

“Carpentry is one of them. We wanted to seize the opportunity to drive home the flaws in our ways of thinking. That’s why we chose Women’s Day as the right time to catapult this event.”

Greenply’s managing director Rajesh Mittal said: “Our partnership with Archana Women’s Centre is to provide expertise in various training programs such as mechanical skill, knowledge about newer techniques and critical thinking skills, which will develop the women workforce to meet all challenges of carpentry.

“At every phase, we attempt to find ways to empower and include women workforce in our ecosystem, where they can lead the plywood industry forward”.

Apparel brand Max Fashion decided to take on the taboos and adverse comments that often accompany the sartorial choices of women with ‘Behen Kuch Bhi Pehen’ [Sister, wear whatever you want]. The film was conceptualised by Dentsu Webchutney and created by content specialist agency Culture Machine, and claims to be “the ultimate women’s day fashion anthem”.

Max Fashion vice president of marketing Jiten Mahendra said: The campaign addresses the inhibition or the self-critic approach which women impose on themselves while experimenting with fashion choices.

“Our endeavour is to encourage women to experiment and create their own style and fashion statement through this campaign.”

ADK Fortune, a part of Wunderman Thompson, created a film for pregnancy detection kit Prega News. In the film, a seemingly tyrannical housewife, who spends the bulk of the film’s length being unnecessarily harsh to her domestic help turns out to be not as awful as previously imagined.

Mankind Pharma CEO Rajeev Juneja said: “Prega News is not just a category leader, but also the thought leader.

“In the past, we have struck a chord with our consumers through our forward thinking. The third chapter of our campaign not only continues the legacy forward, but also raises an important issue. Domestic helps are often neglected during their pregnancy. It’s time we stop turning a blind eye towards them.”

ADK Fortune’s national creative director Akashneel Dasgupta added: “We often overlook the fact that our homes can be someone’s workplace. Our domestic helpers, during their pregnancy, deserve an equally nourishing and caring ecosystem like they strive to provide us.

“A mother-to-be has to endure a lot, mentally and physically. The circle of care starts from home. It is our humble attempt to ensure it reaches everyone.”

Indian ready-to-cook food brand iD Fresh has a campaign with a husband pledging to cook for his wife thrice a week. #Cook For Her Pledge was created by digital specialist agency Langoor.

Thank you for being there for us through thick and thin. It's time we did the same for you. So here's a promise to be there for one another. #CookForHer #EqualsWithiD #WomensDay

Posted by IDFresh on Tuesday, 5 March 2019

According to Langoor Digital creative director Swati Naik: “iD Fresh Foods has been all about products that make it easy for everyone to cook, so this was a perfect fit.

“The team felt that instead of just talking about equality between men and women, the campaign would have more direction if we actually showed people that there were definitive steps they could take to empower the women in their lives.”

L&K Saatchi & Saatchi created ‘#Face Anything’ a campaign for skin care brand Olay featuring unconventional celebrities with an inspirational message

P&G’s India and Gulf brand manager for skin and personal care Arushi Sethi said: “Olay as a brand has always been an enabler of confidence in a woman.

“Through this campaign, we are celebrating the fierce and fearless spirit of women who have worked hard to break the chains of judgements — be it their appearance, career choices or decisions they make for themselves.”

 

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