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Women’s day is the occasion brands take an axe to glass ceilings, creative inclusions of inspiring stories and innovative takes on cemented stereotypes.
This International Women’s Day, BuzzInContent has curated a list of content-led initiatives of various brands who have used their marketing prowess to educate and entertain, rather than just sell. While some took the traditional route of establishing gender equality, some focused on the little, unnoticed things that have set women behind.
boAt takes a bold stand against the objectification of women in songs
boAt has taken a bold stand against the objectification of women in songs. In a society where lines like "Tu Cheez badi hai mast mast" have become normalised and part of daily conversations, boAt strives to change the narrative. As part of its campaign, boAt will launch several phases designed to engage, educate, and encourage a shift in how women are talked about and treated in the entertainment industry and beyond. One of the pioneering initiatives is the creation of ‘Ai-tem’ - a custom ChatGpt, an AI tool that provides fresh lyrics which are less profane, ultimately empowering women rather than objectifying them. The campaign's execution begins with featuring a satirical standup video by a renowned female comedian Aishwarya Mohanraj. Using PowerPoint slides as visual aids, she humorously deconstructs the absurdity of using terms meant for inanimate objects or food to refer to women. To further amplify the campaign's reach, boAt has collaborated with quick commerce apps like Swiggy Food, and Zepto to draw collaborative content for OOH. The content will showcase these brands as the "real items," effectively drawing a clear distinction between objects and women, reinforcing that women are not commodities.
Swiggy beats women’s ‘eating stereotypes’ with #EatHowYouWant
Dragging the old advice of ‘eat like a lady,’ Swiggy has placed a fresh lens about eating without bound by gender stereotypes. The brand’s campaign takes a refreshing approach to eat what you wan, how you want it in their funny and creative campaign featuring women of all ages doing the things they are forced to not do in order to eat ‘lady like.’
MakeMyTrip salutes women achievements
Using the national flag as a key motif, the film illuminates the journey from the creation of the National Flag to its ascent to new heights, led by the proud women of India. It spotlights the all-women team of artisans in Hubli, Karnataka, who oversee the only unit in India authorised to officially manufacture and supply the Indian national flag. The film then transitions to feature extraordinary Indian female mountaineers. The video leaves an empowering aftertaste that makes one feel pride over the women achievers of the nation.
Vedanta Aluminium spotlights women in metals and mining
Vedanta Aluminium has launched #TheFutureOfMetAL, a social media campaign on women in metals and mining. It leverages generative AI and short films to encourage more women to explore rewarding careers in these industries. The #TheFutureOfMetAL campaign creatively tackles this challenge in two ways. Firstly, it positions the overall industry as an attractive destination for early-career women professionals. Secondly, it also presents a ‘slice of life’ glimpse of those already managing core operations at Vedanta Aluminium, highlighting strong role models from the company’s own employees to help more women visualise what a career in the industry would look like. The first part of the campaign, titled ‘Women of Mettle’, presents a series of short films featuring young women professionals performing crucial roles at Vedanta Aluminium. Uniquely in India, they are going a step further by working in the night shift, on an equal footing with male colleagues. The second part, titled ‘The Future Female Series’, features women professionals from core functions at the company, such as mine operations, metal production, power generation, plant management, and asset security. Using Generative AI technology, it depicts these employees transitioning from their current settings to a technologically advanced future, representing how these careers will remain aspirational even in the times ahead.
Women of Mettle:
The Future Female Series:
American Tourister believes in giving women travellers ‘Her Space’
The brand aimed to break travel stereotypes surrounding female solo travellers by not featuring women in its campaign at all. The questions, asked to women when they travel, were asked to men, who found them futile and irrelevant and also made them feel weird and uncomfortable since they haven’t been asked those questions before. The video leaves a lingering sense of understanding that women travellers can handle themselves just fine, minus the unnecessary societal rules trying to rain on their parade or tame them from travelling alone.
Aditya Birla Group urges people to challenge stereotypes
The campaign delves deep into a pool of biases that working women confront daily. The Centerpiece of the film is a metaphorical ‘red’ ball, symbolising these biases, carelessly strewn across the corporate landscape but resisted by many. With a sporty advertising style of storytelling, the video dismantles gender stereotypes and discusses gender biases faced by women in their career aspirations. During the 90-second film’s narrative, the red ball encounters several women who have negated such assumptions by leading conventional roles assumed as ‘male-bastions’. Through powerful visual metaphor and poignant storytelling, ‘Change the Game’ urges viewers to reassess gender norms and advocates for workplaces that offer equal opportunities with equal recognition.
Dabur Vatika revisits classic Telugu rhyme to celebrate #WomenOfSubstance
Dabur Vatika seeks to show the contrast between the rhyme in the background and the scenes portraying women doing a lot of work considered ‘male jobs’ like loading trucks, operating heavy machinery, meeting targets and handling products.
The brand draws attention to the fact that less than 20% of women work in ‘male jobs’ and that women of substance are often overlooked, in the rush for marriage, as indicated by the telugu rhyme in the backdrop.
Goibibo urges women to #BreakTheCage
The film reminds women to take charge, break free, and smash through the everyday barriers of permission, expectation and control. Often, women pick their battles and forgo smaller issues in order to fight for causes that are more dominant in their lives. Goibibo uses the travel context and the metaphorical ‘cage’ as a real prop to illustrate a few of these – including the choice of clothes on a beach, the idea of solo travel and so on.
The brand champions the spirit of empowerment and liberation, encouraging women to embrace their freedom and un-condition themselves from these societal limitations that are anything but banal.
MediBuddy reminds women to spotlight their health before others
Most women are seen to put their family’s health before their own. MediBuddy seeks to even the narrative by reminding women to #InspireInclusion in their own wellness journeys. The campaign urges for a society where women are caretakers and guardians of their own wellness. The campaign centres on the idea that when a woman is empowered to prioritise her health, the positive ripple effects benefit entire families and communities.
Amidst all the ‘women can do’ chants, Tummoc spotlights on what ‘Women Do’
The #WomenDo campaign is not just a celebration for a day but a movement to acknowledge, appreciate, and applaud the everyday achievements of women. Women can also create their superhero profiles on social media, sharing stories of inspiration. Additionally, the campaign will offer a series of informative resources, such as safety app recommendations for women, solo travel tips, and ideal solo travel destinations. These resources are intended to empower women to confidently explore and experience the world on their terms.
The campaign aims to share women’s stories, showcasing not only their professional achievements but also their personal victories, embodying the spirit of adventure, independence, and the joy of living a full life.
Godrej traces stories of ‘investing in women’
Godrej depicts stories of success, both big and small, highlighting gender inclusivity. From witnessing a rise in farm yields to maximising production on factory floors, to the sales force being unstoppable, to crafting homes for everyday joys, creating hair colours with gentle poise, and keeping vector-borne diseases at bay, Godrej Industries emphasises that investing in women has a profound impact on various aspects of its business.
The campaign leaves a silent thought that investing in women can enhance a company’s performance and the nation’s in the long run.
Nykaa understands compliments anxiety and urges to #JustSayThanks
Nykaa conducted a study which revealed that a staggering 64% of women across India feel uncomfortable accepting compliments. They tend to doubt themselves, underplay their achievements, deflect the compliment, compliment in return, or not believe it at all. In light of this revelation, Nykaa’s #JustSayThanks campaign aims to spark a conversation on women’s discomfort with praise and encourages them to own the compliments that come their way. Collaborations with influential voices like Faye D’Souza aim to address the issue head on. Creators like Sakshi Shivdasani, Zervaan Bunshah, and Srishti Garg bring humour to the conversation.
Accepting compliments is an area of anxiety not many understand and Nykaa has used its voice to lead women to believe they deserve the compliments they receive.
Biba underscores beauty of ‘Strength Meets Style’
This film draws inspiration from real-life experiences to deliver a raw and relatable portrayal of societal expectations placed upon women, juxtaposing them with Renuka Singh Thakur, a cricketer’s authentic journey, that defies those limitations. With determination on her face, Thakur defies expectations and shows her strength.
Biba focuses on this amalgamation of women’s strength and style and conveys this message in a motivating campaign.
Tata Tea Gold believes ‘Aurat mein hai Aur’
Portraying the conflicts women face in balancing their passion and their duties, Tata Tea Gold has tried to elucidate that women can be more than just their traditional roles.
The film depicts the journey of four women in different stages of their lives, each facing a dilemma of choosing between their aspirations and present-day realities. The film portrays the story of a seasoned cricketer who has just tied the knot and struggles with the thought of balancing her professional and personal commitments. It also depicts the journey of a 50-year-old woman who is passionate about dancing but worries if pursuing dancing at her age would be perceived as appropriate. A successful corporate professional who wants to resume her musical journey, and a homemaker who is taking her first steps in stock-trading and feels uncertain about the likelihood of success.
Like tea, women too leave a strong aroma of their success, if they are motivated to see beyond their traditional roles.