IWD 2024: Brands Pin Focus On Women's Safety, Well-being & Empowerment

The idea of equity has grown in significance in recent years as we have come to understand that a just and sustainable world calls for more than just equality. Ensuring that everyone, regardless of background or circumstances, has access to the tools and opportunities they need to prosper, is a key component of equity. This entails tackling structural and historical impediments that have disproportionately affected particular groups, including women. This still continues as women face major obstacles in numerous areas, including jobs, education, and politics, despite recent gains.

This International Women's Day, it is moving to see Indian brands roaring to grant women the power, resources, and opportunities they rightfully deserve, to participate fully in society, make informed decisions, and exercise control over their lives. These brands are courageously challenging the systemic barriers, discriminatory practices, and gender stereotypes that limit women's rights and opportunities. 

Let us have a look at some of the noteworthy Women's Day campaigns that are redefining the narrative.

Hindustan Coca-Cola beverages' Women's Day campaign celebrates women breaking barriers 

Hindustan Coca-Cola Beverages (HCCB) has unveiled its women's day campaign titled 'We Can,' dedicated to honouring the resilience and achievements of women in the manufacturing sector. 

The heart of the campaign lies in the video that features inspiring testimonials and success stories of women who have shattered barriers and made a mark in a field traditionally dominated by men. Through these narratives, the campaign declares, 'We Can', emphasising the unwavering spirit of determination and resilience exhibited by these trailblazing women.

'Inspiring Inclusion' is the overarching theme of the campaign, underscoring the critical importance of recognising, appreciating, and amplifying women's contributions in sectors historically skewed towards male participation. HCCB's commitment to fostering gender equality is evident through its efforts to promote diversity, inclusivity, and the empowerment of women.

The campaign not only highlights the achievements of women in the manufacturing sector but also aims to challenge stereotypes and break down societal norms. 

boAt's Women’s Day campaign challenges sexist lyrics

This Women's Day, boAt has taken a bold stand against the objectification of women in songs. For far too long, women have been subjected to derogatory and demeaning language in lyrics, perpetuating harmful stereotypes. boAt aims to shed light on this issue and emphasise the importance of using the right expressions when referring to women.

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. Through a mix of humour, satire, and direct engagement, the brand seeks to highlight the detrimental impact of terms like 'item', 'tandoori murgi', 'butter', 'pataka', and 'bomb' on the objectification and dehumanisation of women.

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 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. The presentation highlights the literal meaning of these terms and the comedic contrast with their usage in songs, sparking thought and conversation about the underlying issue of objectification.

Centrum introduces the #LookDeeper campaign, urging women to contemplate their body’s genuine internal needs

Centrum has unveiled the #LookDeeper initiative to mark International Women's Day. The campaign aims to educate women about moving beyond superficial solutions and address deeper nutritional problems by taking care of their health inside out. With data showing that 8 in 10 Indian women may be multivitamin deficient, the campaign highlights the importance of comprehensive nutrition. It emphasises the need for a balanced diet supported by the right multivitamins for a healthy lifestyle across age groups. As part of this campaign, Centrum has introduced a series of digital films with Yoga Practitioner, Anshuka Parwani.

The #LookDeeper campaign, through its engaging digital films, addresses common concerns many women face such as hair loss, dull skin, body aches, and fatigue. While women might resort to short-term fixes to deal with these concerns, these issues could be potential signs of nutritional gaps. Centrum encourages women to understand that the root cause might be linked to the deficiencies within their bodies, underscoring the importance of proactive nutritional care through small changes to daily routines, such as eating a healthy and balanced diet and adding multivitamins to one’s diet to fill nutritional gaps. The goal is to inspire them to not only invest in themselves but also invest in their ability to show up fully for the people and responsibilities that matter most to them.

Amazon India celebrates 49th International Women's Day by highlighting 49 benefits and initiatives advancing women’s inclusion 

On the occasion of the 49th International Women’s Day, Amazon India reaffirms its dedication to honouring the diverse experiences, cultures, and perspectives that women bring to the workforce. Aligned with this year’s theme, ‘Inspire Inclusion,’ the company brings to the centerstage 49 multifaceted programs and initiatives that it created over the years and their significant impact on women within its ecosystem. 

Amazon India has implemented a range of policies, programs, and initiatives aimed at enhancing women's representation and facilitating their professional growth within and outside the organisation. The initiatives aim to support women employees at various stages of their careers, from recruitment to talent development. 

In addition to internal programs, Amazon’s initiatives extend to making a positive impact on women beyond its workforce. Examples include Amazon Saheli, a program that is aimed at empowering and enabling women entrepreneurs across the country to sell their products on Amazon. 

To mark the occasion, Amazon India has launched the third edition of ‘She Is Amazon’ campaign spotlighting the women behind Amazon’s success in India. The campaign showcases 49 compelling narratives stories showcased in a life-size photo gallery installed in its offices across the country. 

Amazon India also signed a Memorandum of Understanding (MoU) with ‘Global Alliance for Mass Entrepreneurship (GAME), to collaborate and promote the digital growth of women entrepreneurs in India, especially in Tier-2, Tier-3 cities and beyond. Through this partnership, Amazon India will aim to support approximately 25,000 women entrepreneurs and artisans in their digital entrepreneurial journey.  

Amazon India further introduced several key initiatives as part of its ongoing commitment to women's empowerment, focusing on menstrual hygiene, entrepreneurship development, digital financial literacy, and social entitlement awareness. 

Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

Tetley Green Tea Immune has released a sequel to its last year’s successful campaign #everyBODYcan. This campaign continues the important conversation of looking beyond ‘surface-level’ fitness initiated earlier and takes on the endearing yet unwarranted nicknames given to people of various body types, based on how they look. The new campaign ‘I am more than my nickname’ reinforces the thought that ‘you are more than your body type’. It urges people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name doesn’t define your abilities and how fit you are. Through this film, Tetley continues to take another step to help women realise their inner potential keeping internal as well as external fitness in mind.

We have a habit of giving seemingly ‘adorable’ nicknames to kids based on their physical appearance such as ‘Golu’, ‘Ladoo’ etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kid’s self-belief. These nicknames can often serve as reminders telling them that they can’t do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. The empowering film from Tetley challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with the nickname ‘Golu’ who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan. It portrays ‘Golu’ being judged all her life based on her body type and her nickname and how the world around her stereotypes her to be capable or incapable of doing various things throughout her life. Yet we see how she overcomes all the judgments and leaves viewers empowered with the belief that they can do a lot more than what the people around them may perceive that they are capable of. The film closes with a rousing battle cry from women of all body types holding a placard of the nicknames given to them, everyone who was told they couldn’t do something, saying– “My Body Can, Your Body Can, Every Body Can” sending out a message that they are more than their nickname and how they look like.

L’Oréal Professionnel unveils the iNOA shades of red campaign; Redefining boldness and elegance this Women's Day 

This International Women's Day, L'Oréal Professionnel is painting the town red – quite literally – with the launch of its 'iNOA Shades Of Red' campaign. In a confident expression of individuality, enthusiasts from diverse backgrounds are ready to showcase vibrant shades of red, indicating a transformative moment in hair colour trends. 

The campaign witnesses women from different walks of life embracing the colour red: Shenaz Treasury, an actor and a supporter of mental health, wellness, and happiness, Aishwarya Mohan Raj- comedian, Aswathi Balakrishna- a civil engineer, Nimrit Kaur Ahluwalia- a lawyer, and Sharanya Iyer-a certified scuba diver, Gen Z guru Anushka Hazra, among others, presenting a captivating array of shades of red. Together, they stand as a powerful testament to the multifaceted roles that women play in society. 

Integral to this personalised experience is the AR filter launched in collaboration with Meta on Instagram, a pioneering feature that has captivated over 1 million users with its virtual try-on successes. The filter enables you to try on different hair colour shades virtually before deciding on your next hair colour.

The campaign celebrates women who fearlessly make statements, embrace their uniqueness, and stand out from the crowd. 

Biba’s women’s day campaign “Strength meets Style” with cricketer Renuka Singh Thakur

Biba unveiled its digital campaign “Strength Meets Style,” centred around celebrating women of India. Featuring Indian cricketer Renuka Singh Thakur, the campaign aims to shatter stereotypes modern Indian women face and offer a refreshing perspective that transcends age-old cliches. Premiered around International Women’s Day, 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's authentic journey that defies those limitations.

In the film, Thakur's journey bravely challenges society's rules while pursuing cricket. Using powerful images and familiar comments, she stands up for herself and other women. Thakur trains hard in cricket despite what people expect from her as a woman.

With determination on her face, her journey defies expectations and shows her strength. 'Your Style, Your Story' isn't just a phrase—it's about Thakur being herself and carving her path. This film is about her struggles and successes, showing how Biba supports diversity and changes the way people see women. Thakur isn't just telling a story; she's living it, boldly and proudly.

Kazo empowers women with #SheShines campaign on International Women’s Day

Kazo has revealed the #SheShines campaign that celebrates women’s empowerment and the diverse roles a woman plays in society.

The campaign illuminates the diverse narratives and voices of women, honouring their remarkable confidence, boundless creativity, and inspiring aspirations.

It unfolds in three mesmerising chapters, each delving into a distinct facet of women's lives. The first aspect, #SheShines In Whatever She Creates, illuminates women’s prowess across diverse creative domains like design, coding, writing, and beyond. The second segment, #SheShines In Whatever She Wears, applauds the kaleidoscope of fashion choices embraced by women, showcasing how each ensemble exudes confidence and flair. Shifting gears to the realm of creativity, Additionally, in the third segment, #SheShines In Whatever She Aspires, chronicles the inspirational journey of women scaling the heights of success as CEOs, entrepreneurs, scholars, and more, amplifying their resolute spirit and determination to catalyse positive change.