Pepperfry collaborates with hip hop and rap artist Deepa Unnikrishnan aka Dee MC for campaign #WowWomaniya

Pepperfry has launched a new digital video campaign, #WowWomaniya, this International Women’s Day. Through this campaign, the brand aims to celebrate the new-age women who tread on lesser travelled paths and make a mark for themselves in diverse fields.

Women across the globe are setting new records. They are fearless, feisty and unabashed; making and embracing choices that are unconventional. In order to salute and support these women, Pepperfry has collaborated with hip hop and rap artist Deepa Unnikrishnan, popularly known as Dee MC, for a rap-based digital campaign.

Conceptualised by Social Panga, the digital video showcases women from different fields – a writer, a fitness influencer and a rapper (Dee MC). The rap song in the background brings alive the grit of these women. For instance, how the writer is making history with her pen; how the fitness influencer is hustling and challenging her physical limits; and how the artist can rap to any beat. Each of them reflecting that a woman’s strength and capabilities are limitless.

Pepperfry has adopted a multi-pronged campaign approach, wherein the film will be aired on the brand’s social media platforms, YouTube as well as digital mediums such as video sharing platforms and content sites. The brand has also launched an exclusive #WowWomaniya Sale as a part of the campaign

The rap song:

Ankit Khirwal, Marketing Head, Pepperfry, said, “At Pepperfry, one of our core cultural propositions is to create, celebrate and cherish independent individuals that break barriers. And today’s women are doing exactly that — challenging the status quo, excelling in their chosen fields and transforming the world around them. Thus, on International Women’s Day, through our #WowWomaniya campaign, we would like to applaud the women who are creating history in their own ways.”

Gaurav Arora, Co-Founder, Social Panga, said, “Pepperfry believes in the power of independent modern women, which resonated with us at Social Panga. We wanted to give a modern homage to today's modern women who have chosen different paths and proved themselves thus the rap was conceptualised. Moving away from the usual inspirational route, together, we aimed at adding a unique edge to this Women's Day and there's nothing that describes these women better than 'Wow', because they are true, '#WowWomaniya'.”

The rap is now available on Spotify, Apple Music, " target="_blank" rel="noopener">Google Play, Amazon Prime and Instagram Music.