Brands add depth and range to portrayal of women this Women's Day
Women's Day presents a unique opportunity for brands to delve in to the range and depth in their portrayal of women. Especially for brands whose product caters towards women, it is important for them to let their target audience know how well they understand them. This year brands have focused on the theme of making choices and celebrating the essence of womanhood at the core of their campaigns.
Let us have a look at the Women's Day campaigns that had the most creative impact and emotional resonance.
Tanya Abrol, who gained fame as the strong and aggressive hockey player in the Shahrukh Khan starrer Chak De India manages to successfully portray the various slice of life moments where women are stereotyped. With an interesting take on ‘What if men faced the stereotypes that women do’, the video led campaign of Tata Capital strikes the right chord with all financially independent women achievers.
Commenting on the campaign, Ms. Abonty Banerjee, Chief Marketing and Digital Officer, Tata Capital said, “Gender biases are more common than we think, both at a professional and personal level. As we celebrate Women’s day, #breakstereotypes campaign is a humorous take on gender bias and aims to create awareness on pre-set gender roles. We at Tata Capital, encourage women to create their own ‘space’ through our exclusive home loan solutions.”
This International Women’s day, Levi’s® unveils the fifth season of the Levi’s® #IShapeMyWorld campaign that celebrates the power of women, and their determination to inspire change.
Zivame launches its Women’s Day campaign - #TheBraMatters. In keeping with the occasion, the campaign highlights the unnoticed and underplayed contribution of women to society, just as the bra goes unnoticed in a woman’s life.
Diageo India is proud to unveil its International Women’s Day campaigns from Black & White Gettogethers, which is a part of the global initiative to increase inclusion and diversity in marketing – both in terms of progressive gender portrayal in advertising and by supporting initiatives that contribute to gender balance in the industry itself.
Cadbury Bournvita along with Ogilvy & Mather has come out with a path-breaking and inspiring film to celebrate and surprise the glorious women of today and to remind them – #DontForgetYourself.
Kotak Mahindra General Insurance Company Limited today launched its social campaign, #DriveLikeALady, to celebrate International Women’s Week.
Mankind Pharma and ADK Fortune
Pregnancy is a humanizing experience. Not just for the mother, but for every member of your family. And sometimes, there are more to your family than those related to you by blood. The third installment of its iconic #YourSecondHome campaign is a timely reminder to extend the care to your domestic help.
Max Fashion, a leading family fashion brand from the Landmark Group is taking a courageous step this Women’s Day after having them established for 13 years in the country. For the first time, Max is doing a thematic, women oriented integrated campaign ‘Behen Kuch Bhi Pehen’.
Aditya Birla Group
#MyLifeMyTag celebrates the fact that only YOU define your own tag.
Today, the way one dresses, how one speaks, how unabashed ones views are, can earn one the tag of being reserved, brash or uncultured, and it is time this is changed.
You are the creator of this tag and it is because of the powerful spirit of women like you that we run seamlessly.
Bajaj Allianz Life
This year the theme for International Women’s Day is #BalanceForBetter. IPG Mediabrands is India’s only communication network which has achieved perfect gender balance in its top management.
iD Fresh Foods
Langoor crafts a Women's Day campaign for iD Fresh Foods – #EqualsWithiD that captures the official theme of #BalanceForBetter. The focus of this campaign is to promote balance and equality among men and women. As part of the #EqualsWithiD campaign, men are encouraged to take a 'Cook For Her' pledge and take over in the kitchen for 3 days in a week. #EqualsWithiD is targeted not only at working professionals and married couples, but also brothers and sisters, sons who live with single mothers as well as boyfriends who live in with their girlfriends.
Corporatedge unveils its very new digital campaign #That’s HER – Highlighting and promoting inherent qualities a woman is born with. Through this campaign, they unfold how women hold the best of qualities that are required to be the WOMAN of today.
Mona Shukla, CEO & Founder, Corporatedge, believes “A strong, intelligent , creative ,independent woman will never stop until she has fulfilled her long drawn dream . Never settle for mediocrity and speak up her mind unapologetically. Be ready to achieve success. Be truly proud of being a Woman.
iD Fresh Foods
2019’s theme for Women's Day as determined by the UN is #BalanceForBetter. In accordance with the theme and all that has been said recently, we thought it would be apt for iD to create a campaign around this theme that would promote a balance and equality between the two genders. The goal is clear -- to promote a healthier sense of equality between men and women and break stereotypes that have put women down for centuries.
HotOrNot- Who Decides is a campaign which brings forward how Women are psyched for socially constructed behaviours; the majority of children are made to believe they are different due to their biological differences. The girls overhear sexiest or lustful comments based on their dressing and appearances.
Swaraj Tractors and VMLY&R India
Appropriately launched on International Women’s Day, the video, which is being seeded across the
corporation’s social media channels, highlights the hard work of more than 100 million female
farmers in India today, who often get little acknowledgement for the crucial role they play in India’s
male dominated agricultural industry, and the valuable contributions they make towards the
‘Change begins at home’. What better category to start this conversation than Home Appliances? With its latest Women’s Day campaign, Godrej Appliances fights subtle gender stereotypes by effortlessly marrying the philosophy of ‘Things Made Thoughtfully’ with the hashtag #LetsStartRight.