Campaign India Team
Mar 11, 2024

IWD campaigns that sparked the right conversations

As our dedicated International Women's Day coverage draws to a close, we celebrate the campaigns that drove change this Women's Day through bold statements and thought-provoking narratives that challenge the status quo

IWD campaigns that sparked the right conversations

Every year, International Women's Day (IWD) serves as a powerful reminder of the resilience, achievements, and ongoing struggles of women worldwide. Amidst the celebrations and calls to action, brands have increasingly utilised this day as an opportunity to showcase their commitment to gender equality through their advertising campaigns. While some continue to tout the lackadaisical trope of the ‘all-sacrificing superwoman’, some brands have tried to push the envelope with refreshing, impactful and stirring narratives. These not only capture attention, but also provoke thought, spark conversations, and inspire change. 

Here are Campaign's picks for campaigns making waves and sparking conversations this Women's Day, handpicked in alpabetical order as always:

Aditya Birla Group 

The campaign, ‘Change the Game’  literally sets the ball rolling by delving deep into a pool of biases that working women confront daily. The centerpiece of the film is a metaphorical ‘red’ ball, symbolising these biases, via which the film attempts to dismantles gender stereotypes and discusses gender biases faced by women in their career aspirations by featuring real-life women

Leaders at Aditya Birla Group have successfully challenged stereotypes by excelling in traditional roles often perceived as 'male-bastions'. Through the 90-second narrative, the film urges viewers to reassess gender norms and serves as a clarion call for a shift in attitudes and practices at the workplace. 

American Tourister 

The brand rolled out a "Give her space" campaign, which curiously does not feature a woman. It 
challenges the gender stereotypes that still surround female travellers in India through a social experiment by turning the tables, and posing questions to men that are typically asked of women travelers, and capturing their raw reactions. The same questions when asked to men seem futile and irrelevant and also makes them feel weird and uncomfortable since they have never encountered such questions before. 
 
 
Future Generali Insurance

This International Women’s Day 2024, Future Generali India Insurance launched a campaign, #DontBeAPlus1 featuring author, columnist and women’s rights advocate, Twinkle Khanna, emphasising the importance of women taking control of their health and financial well-being.

To build intrique around the campaign, Khanna shared a cryptic post in the run-up to IWD, slashing her own name with a white ink and mentioning “Kumar’s +1”, on her social media handles thereby generating a lot of curiosity among fans and netizens with several theories and wild guesses floating around.   

The mystery was finally unveiled on Women's Day when Khanna a.k.a MrsFunnyBones revealed the reason for the post, by sharing the #DontBeAPlus1 campaign, where she teams up with Future Generali to question why women should settle for being just a '+1' on a man's policy, urging women to undertake their own insurance decisions in her trademark humourous style.

Swiggy

Swiggy' rolled out a campaign—‘How to Eat like a lady’ ahead of IWD, that features women from diverse backgrounds and age groups breaking the societal norms and conditioning that requires women to behave in a certain way laid down by society.
 
Through the simple ritual of eating, the campaign takes a dig at the age-old advice that are dished out to women through their lives, by doing just the contrary of what one would expect. It showcases how to fight patriarchal norms that dictate even the smallest and mundane parts of women’s lives by simply 'being yourself'.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Swiggy (@swiggyindia)

 
Vivo
 
Vivo rolled out a campaign, 'The Seat', that underscores the dire need to empower Indian women who want to pursue STEM (science, technology, engineering, and mathematics) subjects and build careers through them. The film builds intrigue by portraying young women from myriad regions of the country undertaking a long journey carrying chairs. As the film progresses it is revealed that the journey symbolises the young women's determination to secure a place in prestigious STEM institutions across India by literally bringing their own 'seat' to make it happen.  
 
Crafted by FCB India, the campaign video highlights the critical need for fostering a supportive environment for women in STEM  domains. Through a compelling narrative, it brings forth the hurdles encountered by women aspiring to pursue STEM education and careers, especially those hailing from disadvantaged socioeconomic backgrounds. The campaign underscores the imperative of providing equitable opportunities and resources to empower women to realise their full potential in STEM fields.

 
 
Source:
Campaign India

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