Speaking with Campaign India on the new positioning, Rai added, "Over the past five decades Femina has had taglines starting from 'The Woman of Substance' to 'Believe' to the more recent 'Be All the Woman You Are' to the current one, 'Be Unstoppable'. Our recent positioning seemed like a natural progression. As we saw today there are a lot of inspiring women who should be role models for a lot of women in the country. Our positioning has always been the same, which is to act as an inspirational beacon, friend and a guide for the modern Indian woman. So the expression of that positioning may keep changing but the essence remains the same. Its also important to note how Femina is reaching out to women not just through the magazine but also through events like this, social media, digital, its website. And I'm very happy that we're reaching out to more young women today that we were ten years ago or five years ago, thanks to digital and social media."Tanya Chaitanya, editor, Femina, said, "'Stop wearing that dress, it's too short.' 'Stop going out so late at night, it's unsafe outside.' 'Stop eating that carb-laden pasta, it will make you fat'. How many times have we been stopped in our tracks from doing what we wanted? Every minute, I'd say. Yet as Indian women, we have gone forward and changed things around for ourselves, determined to the core. The world can pull us back as much as it wants, we intend to push back, stay ahead and kiss the sky. Ergo, Femina's new tagline: Be Unstoppable."
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The former chairman and MD, Hawkins Cooker, passed away on 10 July
The duo have been appointed as senior creative director and creative director respectively