From body shamming to sexual harassment, women have always been the victim in this patriarchal society. On the occasion of Women’s Day, this year too brands have come up with special campaigns to support gender equality.
Here’s how these big brands decided to celebrate Women’s day:
Reebok:
Reebok’s Women’s Day campaign acts as both a vehicle for a strong message and as a mirror to the society we live in. The ‘Bruises can be good’ campaign takes forward the brand’s #FitToFight proposition. Conducted in Mumbai with select participants across both genders, spanning age groups, the experiment invited them to observe a young woman, marred with bruises. The audience reaction varied from “must be some horrid accident”, “victim of domestic abuse” to “terrible outcome of eve teasing”. Their reactions show how prevalent physical violence against women is around us. In a sudden movement, 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 a combat athlete and that her bruises are “good” as they are a proof of her strength that enables her to defeat an opponent in combat.
Biba:
The ethnic wear label has released their latest digital film #ChangeForProgress. The film very wittily manages to tackle the age-old stereotypical concept of boys and girls education and what is expected out of them.
Amante:
The film was conceptualized by Leo Burnett Orchard, which 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”.
Tanishq:
One of the biggest jewelry maker Tanishq has always celebrated the power of women as a brand. Ahead of the International Women’s Day, continuing with the tradition, the film, conceptualized and developed by Lowe Lintas, tells the story of one such woman, who despite being a successful CEO decides to change direction in her life. The film inspires woman to be whatever they have always wanted to be.
PC Chandra:
Taking social experiment into another level, PC Chandra Jewellers went out and spoke to women across the city about bias and discrimination that they face in their day to day lives.
Ixigo:
Titled as ‘Ruk Jaana Nahi‘, ravel marketplace wants women to travel without any anxieties. 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.’
Freshmenu:
The food brand presents SheSpeaks – a performance art project that hopes to celebrate the voices of women. Bringing together artistes from different performance styles, #SheSpeaks will be a platform that celebrates women in a space they deserve.
Borosil:
Created by Social Kinnect, the video shows a little girl getting ready to go to office, while a boy prepares breakfast for her. The short video speaks volumes about the importance of setting right examples for children and how by doing away with stereotypes, we can create a better future for everyone.
So, let’s take a pledge to contribute to change the society we live in! Women need to be respected.
Happy Women’s Day
