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HomeThink TankDedicated to Equality: A Roundup of Brands Celebrating International Women's Day 2023

Dedicated to Equality: A Roundup of Brands Celebrating International Women’s Day 2023

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The 8th of March marks International Women’s Day, a day to celebrate and recognize the amazing achievements and contributions of women around the world. Women are often undervalued and underrepresented in many fields, but this day is a reminder of their resilience, courage, and determination. As we strive to create a more equitable world for everyone, it is important to recognize the progress that has been made and the potential for further progress in the years to come. Every year, brands come up with creative campaigns to celebrate the special day, and this year is no different. In this blog, we will be taking a look at some of the best Women’s Day campaigns of 2023 by brands. 

Center Fresh

Center fresh, the popular chewing gum brand, has recently launched its new campaign #SochKaroFresh. The campaign aims to challenge the stereotypes and norms that exist in our society and encourage people to break free from them. The campaign features women in non-traditional roles such as a gym trainer, an auto driver, a sales executive, and a production executive. 

The idea behind the campaign is to highlight the fact that women are capable of achieving anything they set their minds to and should not be restricted by gender stereotypes. The campaign has struck a chord with many, as it presents a fresh perspective and challenges the status quo. Through this campaign, Center fresh aims to inspire people to think outside the box and embrace a fresh way of thinking.

Adidas

Adidas has launched a powerful campaign for International Women’s Day featuring eight of their women athletes, showcasing the brand’s new range of bras and leggings. The campaign aims to celebrate the power of moving freely, rising above all distractions, and enabling women to achieve their full potential. The athletes featured in the campaign include Hima Das, Ashalata Devi, Mirabai Chanu, and Lovlina Borgohain.

The film encourages women in sports and beyond to embrace their multiplicities and express themselves in an unfiltered way. The campaign aims to inspire women in our society to be relentless and stretch themselves beyond traditional notions to achieve their dreams. Through this campaign, Adidas aims to encourage women to break free and perform to put their best foot forward, irrespective of the sport, and embrace their uniqueness to achieve their best.

Amazon

Amazon India celebrates International Women’s Day with its ‘#SheIsAmazon’ campaign for the second year in a row. The campaign aims to highlight the company’s initiatives focused on increasing opportunities for women and creating sustainable growth paths in the workforce. The campaign spotlights women who have been at the forefront of innovation and who serve as role models or inspirations to others in the company. 

Amazon India has created tens of thousands of opportunities for women across the country, from small business owners who sell on Amazon.in and partners within the fulfillment and delivery network to tech employees who work in applied science or lead in corporate spaces. The campaign aims to honour the outstanding accomplishments of women in Amazon India, and the company will continue to provide meaningful opportunities for women in its workforce and incubate women entrepreneurs to succeed, ultimately increasing their representation and influence in their respective fields.

Croma

Croma, an electronics retailer under the Tata Group, released a film on International Women’s Day titled “Tech the First Step” to encourage women to break gender stereotypes around technology and take the first step towards becoming more tech-savvy. The campaign highlights the importance of enabling women to become independent and more tech-savvy and promotes inclusivity and gender norms surrounding technology. 

The film shows a woman unboxing a new smartphone and the flashbacks of her experiences with men subconsciously offering to help her with technical tasks, portraying the gender biases women face when it comes to technology. The campaign was created by the independent creative digital agency, SoCheers. And the campaign is an extension of Croma’s efforts to support women’s empowerment and encourage them to take the first step towards becoming more self-reliant in their technological aspects.

boAt

boAt, India’s leading wearables brand, has launched the #WatchHerPlay campaign on International Women’s Day to celebrate the contribution of women in sports and break the stereotypical characterization of women athletes. The campaign urges supporters and fans to watch the Women’s Premier League (WPL) with the same passion as the Indian Premier League (IPL) and appreciate women’s performance and competitive spirit. The campaign highlights the need to change the mindset and bring women players to the forefront. The campaign’s video showcases the clichéd depiction of women in sports ‘on’ and ‘off-field’ and urges viewers to focus on her shots, performance, and competitive race.

Kotak Mahindra General Insurance

Kotak Mahindra General Insurance has partnered with Azad Foundation for its #DriveLikeALady initiative to celebrate safe female drivers and break stereotypes. The digital campaign will showcase the story of Anita, who overcame domestic violence to become a bus driver with Delhi Transport Corporation, and offer car insurance policies with preferential pricing for female drivers and owners. 

The campaign will include a video on social media channels and contextual branding of select cabs driven by women. The aim is to appreciate and encourage female drivers and bring attention to their potential to break social barriers through determination.

Mercedes-Benz

Mercedes-Benz has produced a campaign film to celebrate International Women’s Day, highlighting the contributions of women in history and modern-day society. The campaign features three female protagonists who have strong relations with the the car brand is supporting company and their goals. Mercedes-Benz also owns the She’s Mercedes platform which organizes training courses and workshops in various areas. The campaign also features Reema Juffali, Saudi Arabia’s first female racing driver who competes in the GT World Challenge in a Mercedes-AMG GT3. The campaign aims to celebrate the achievements of women in the automotive industry.

Aditya Birla Group

Aditya Birla Group has released a digital video called ‘The Right Answer’ for International Women’s Day 2023, which challenges the perspective of accepting a man’s ambition as an accomplishment and a woman’s success simply as an accessory in her life. The video addresses societal biases against women’s aspirations, particularly in matrimonial interviews, and urges society to embrace equity for women in all spaces, even outside the workplace. The campaign aims to raise awareness and encourage introspection and mindset change to establish equal opportunities for women.

Tanishq

Tanishq has released a new film aimed at breaking the ‘Superwoman Syndrome’ and addressing the unsaid expectations placed on women by society. The film, created in collaboration with Talented and Superfly Films, aims to remind women to take off their metaphorical capes and remember that they are human too. The integrated campaign communicates the message through a series of scenarios, and the narrative is inspired by the stories of many superwomen who are under constant pressure to thrive in multiple roles. The campaign seeks to remind women that being called a superwoman is a compliment only when it’s not an expectation.

Smart Bazaar

Smart Bazaar Women’s Day campaign video reminds women to live for themselves too. The video showcases a woman getting ready while her husband tries to convince her to cancel plans with her friends and go out to dinner with him. However, the woman laughs off his attempts and leaves to enjoy time with her friends. The campaign aims to encourage women to take a break from the life they have been living for others and go out to live a little for themselves too.

As we celebrate International Women’s Day, let us not forget to recognize the progress that has been made and the potential for further progress in the years to come. The inspiring campaigns from top brands this year are a testament to this progress, as they have empowered and inspired women all over the world. Let us all strive to create a more equitable world for everyone and ensure that the incredible achievements and contributions of women are celebrated and respected.

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