This International Women's Day, brands leverage content power to send across their messages

There’s no other better way than the content route for brands to engage with consumers on special occasions. Unlike advertising, content marketing gives an opportunity to brands to share communication pieces in a long format. This year, on International Women’s Day, several brands took to social media to share inspiring stories about women empowerment. BuzzInContent lists a few campaigns that made the most of the power of content.

Black & White Scotch Whisky’s ‘Shared Space’

The whisky brand brought together three strong women of force, professional mixologist Ami Shroff, fashion blogger Kayaan Contractor and actor and popular musician Saba Azad to break bread together and share their stories over scotch. Creatively adapted by Vice, with a view to showcasing how India is slowly getting back on her feet, ‘Shared Space’ is an artistic rendition of how a simple vehicle like a communal meal – food and drink at the table – can become a catalyst for fantastic conversations. From cautious introductions with each other to opening up and sharing their lives and stories, Shared Space throws light on how life gets enriched when you share experiences with others.

The film:

Paytm’s Women’s Day social experiment

Despite not being widely spoken about, the matter of financial literacy poses deep questions we need to ask ourselves today, especially in the context of gender disparity in Indian society. Dentsu Impact India partnered with Paytm to launch a social experiment that centred around this very topic. An experiment conducted by award-winning director Ruchi Narain, the campaign has aimed to make viewers realise that making women in India financially literate and confident is a major and crucial step in the right direction on the path to practising gender equality. The film urges the audience to separate gender from finance.

TVF Girliyapa and UNgender’s new sketch for Women’s Day

As women still continue to struggle against gender inequality on a global scale, TVF’s Girlyapa, which started in 2015 for women-centric stories, in collaboration with UNgender released a new sketch highlighting the issues that women predominantly face on a daily basis. The sketch shows a meeting organised by the head of the company to address gender equality in the office. The meeting only consists of the male employees and the solutions shared to create gender parity were not only questionable but highly disrespectful for women. However, by the end of the meeting, an employee takes the initiative to associate with UNgender; a company that builds inclusive workplaces for all genders through a process-driven approach.

 The episode link:

 Kotak Mahindra Bank’s #SheIsTheChange

Kotak Mahindra Bank in association with Tonic Worldwide has launched a microsite called Kotak Silk Money Matters (www.silkmoneymatters.com), a financial literacy platform that assists the Indian woman in taking her first step towards banking and financial independence. To further amplify the message, the brand has also tied up with noteworthy women from different industries such as Mandira Bedi, Manya Singh and others who share their stories of financial independence and urge all women to take charge of their finances. The brand also collaborated with experts across various sectors to conduct interactive webinars on topics like the basics of investing, how to plan finances, basis life stages, etc. The platform will soon offer articles and blogs that will simplify banking and financial for the audience.

Launch video:

Mandira Bedi video:

Manya Singh video:

Microsite link:

 https://www.silkmoneymatters.com/

Ferns N Petals’ ‘Dahej ka scooter’

Natak Pictures and FNP media introduced their first joint project, a short film titled ‘Dahej ka scooter’, this week. The film stresses the necessity to mould family values and age-old traditions to best fit the needs of a new-age modern woman. Conceptualised and directed by Rahul Bhatnagar, ‘Dahej ka scooter’ is a story that builds up with the tension between a bride and groom-to-be and melts down to a simple and sweet climax where the bride changes a family tradition in order to protect a prized possession of her soon-to-be family. It is a story of a small town soon-to-be-married couple and the sharp turn that their love story takes when the girl is asked to fulfil a condition in order to marry the boy.

The film:

Levi’s new season on #IShapeMyWorld

Levi’s unveiled its new season of the #IShapeMyWorld campaign that has now evolved into a year-long digital initiative featuring the stories of seven women to spark a conversation and inspire millions and more along the way. This season aims to keep the conversation alive throughout the year with a series of digital content pieces and enabling conversation and community through live Instagram engagements in collaboration with SheThePeopleTV. 

The promo:

LinkedIn’s #WeCanDoIt campaign

LinkedIn launched its first global integrated campaign for International Women’s Day 2021 with creators, content and community at its heart. The campaign sees LinkedIn bring together influencers and its community to share content that helps and supports women, creating global engagement across the platform. The campaign features stories of seven women professionals from seven countries from varied industries, who share their pandemic story and talk about a woman in their network who supported and inspired them throughout the crisis. Each story narrates the power of ‘community’, highlighting how women allies come together to help other women shelter their professions from the pandemic and smoothly transition into the new, evolving normal. From India, the campaign features pastry chef and entrepreneur Pooja Dhingra and her struggles as a business owner in the pandemic.

The campaign link:

 https://www.linkedin.com/feed/hashtag/?keywords=wecandoit