ITC’s Vivel partners Kunal Kamra to fight gender bias at the workplace

ITC’s personal care brand, Vivel, has not just been celebrating a woman’s power, but also actively stands for her right to an equal life. In line with the philosophy of ‘Ab Samjhauta Nahin’, Vivel has collaborated with renowned satirist Kunal Kamra to present ‘Say It Right’ video to help change non-compliments to a genuine compliment at work. 

At the workplace while accomplishments are celebrated, compliments, specifically for women, are often rooted in gender and stereotypes. Compliments specifically for women often are borne out of the time-worn mindsets that stereotype and impede their lifestyle choices. Despite their achievements, they continue to be seen as women first and not as someone who has achieved success due to their sheer hard work and persistent efforts. 

Vivel #AbSamjhautaNahin aims to create an environment where there are only genuine compliments that infuse confidence, compliments that are free of any gender-biased thoughts and appreciate and praise the efforts of a woman. 

Elaborating on the thought behind the campaign, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Compliments and appreciation are powerful motivators. But we need to ‘Say It Right’. This creates a collaborative environment which fosters gender equality at the workplace. This video from Vivel’s #AbSamjhautaNahin campaign is thought provoking and provides perspective on how women would like to be complimented at work.” 

Kunal Kamra added here, “It was so much fun shooting this, all the women in video got their individual perspective on the idea. They weren’t asked to follow a script at all, I just asked them a question and heard them out. Even if a few people get the nuance of how to compliment a fellow colleague at work, it’s a job well done by ITC Vivel. #AbSamjhautaNahin.” 

It may be recalled that Vivel had launched its #BossWomen video series in March this year, featuring leading business women sharing their personal experiences on Sexism, Parenting, Women and Family Support. Vivel had highlighted ‘Ab Samjhauta Nahin’ as a women’s campaign to crusade against time worn mindsets that tend to stereotype. It sought to enable self-belief and self-reliance and thereby, empower women to live fuller lives. 

Carrying forward this philosophy, Vivel had launched a TVC in June 2017, which was conceptualised by L&K Saatchi & Saatchi. It showcased everyday situations faced by modern day Indian women at the workplace and sought to communicate the brand message that every gaze, every thought that suggests women being weaker or less than equal needs to be shattered. It also conveyed a smarter way of softly handling such moments in life.