MUMBAI: In the streets of Delhi, where the roar of engines often competes with the hum of daily life, a unique festival is revving up to take centre stage.
Imagine the thrill of bikes and music merging into one electrifying experience—this is what the Riders Music Festival is all about. Returning on 8-9 February 2025, the event promises to transform the city into a haven for bikers, music lovers, and food enthusiasts, creating a vibrant celebration of passion and camaraderie.
The third edition of the Riders Music Festival, announced by 93.5 Red FM, will feature live performances, curated streetwear, food, and a showcase of custom, vintage, and adventure vehicles.
Red FM COO & director Nisha Narayanan said, “This year, we’re celebrating the camaraderie and solidarity among bikers—values that no institution can instil. At the heart of this festival is the powerful connection between music and riding, two forces that truly bind us together. This time we’re also committed to brand and gender neutrality, welcoming bikers of all kinds, non-bikers, and people from all walks of life. We also aim to promote sustainability, with a focus on electric vehicles, to build a united, eco-conscious community.”
Red FM also organised a prelude for the Riders Music Festival, with Indian paralympic champion Deepa Malik as the chief guest. Speaking at the event, she expressed: “Biking has been my anchor through every phase of life, from teenage hobbies to reclaiming my identity after chest below paralysis at 29. Doctors told me I’d never walk again, so I made it my mission from my ‘will chair’ to ride again. Wheels, to me, symbolise freedom, not limits. Riding a modified bike helped me reclaim my mobility, enter the world of sports, and prove that passion can overcome any barrier. This is why at Riders Music Festival I feel like I have a personal connection. My book also captures this journey of embracing challenges with a #bringiton spirit and proving abilities beyond disabilities.”
The Riders Music Festival 2025 boasts a line-up of seven artist performances, headlined by Indian music director and singer Amit Trivedi along with acts by Seedhe Maut, Paradox, Gurbax, Parvaaz, Prabh Deep and Raman Negi.
Attendees can also look forward to a stunt and gaming zone, along with over 50 exhibits showcasing custom, vintage and adventure bikes and cars. For fashion trendsetters, a dedicated streetwear zone will feature fashion and a carefully curated selection of food and beverage brands.
Mumbai: Khushbu Sundar, actress and politician, a special invitee of BJP national executive committee and a member of the national commission for women and author and columnist Kishwar Desai has joined Mothers Against Vaping, a united front of concerned mothers combatting the escalating vaping crisis among the youth.
Mothers Against Vaping has been highlighting and confronting the global tobacco industry’s alleged strategies to lure children with new-age gateway devices like e-cigarettes, vapes, electronic nicotine delivery systems, heat-not-burn products, e-hookahs, etc. These devices have been positioned as safer alternatives to traditional tobacco smoking, yet these products pose severe risks to the health of children and the youth.
Khushbu Sundar and Kishwar Desai joined Mothers Against Vaping at an event titled “Saving the Next Generation from New-Age Addictions”, organised by the Group on the occasion of World No Tobacco Day 2024 in the Indian International Centre, New Delhi.
They join a distinguished group of leading sports icons and influential role models like Baichung Bhutia, Deepa Malik and Neha Dhupia who stand with Mothers Against Vaping in their efforts to eradicate the menace of vaping and e-cigarettes from the lives of children.
Joining Mothers Against Vaping, Khushbu Sundar, speaking about the dangerous impact that vaping and e-cigarettes are having on the lives of children and the youth said, “As a nation, we are making great strides, towards securing a bright future for our children. However, we must confront pressing issues that plague their present reality, such as the alarming prevalence of New Age Gateway Devices like e-cigarettes and vapes. It is deeply troubling to see how manufacturers of such devices are targeting our children with the intention of creating their future customer base with these enticingly sleek and sophisticated products.”
“Apart from the dangerous health risks posed to our children and youth due to the usage of these products, it also jeopardizes their future career prospects and also hinders their potential contributions to our nation’s growth and development. To secure the future of our nation we need to also secure the future of our children. It is highly critical that we make all efforts to remove the usage of these illegal and banned devices from our society. I fully support Mothers Against Vaping in their mission to remove the influence of these addictive devices from the lives of our children,” Khushbu added.
Author and columnist Kishwar Desai said, “With sleek electronic devices captivating children’s attention nowadays, they are often drawn to try them out—whether to appear cool, satisfy curiosity or as a means to express themselves. But this is a dangerous road. As mothers, citizens and thought leaders, it is our duty to hold up a mirror to them and convey that this road only leads to disaster and a life unfulfilled.”
The government over the years has proactively taken steps to address this issue, however, the unscrupulous elements continue to find new ways, and therefore there is a need to strengthen the enforcement framework; and one step in that direction could be to substantially increase the penal provisions against the perpetrators,” Desai added.
At the event, Mothers from various walks of life united under Mothers Against Vaping and pledged to protect children from the global tobacco industry’s interference which aligned with the WHO theme of “Protecting Children from Tobacco Industry Interference” on the occasion of World No Tobacco Day 2024.
The pledge ceremony was conducted with a large number of mothers in attendance taking part. The chief guest, Padma Shri Khel Ratna & Arjuna Awardee and a prominent member of Mothers Against Vaping – Deepa Malik, led the pledge ceremony. She said, “This pledge is crucial. I am deeply troubled to see how our children are being lured by the tactics of device manufacturers, risking lifelong addictions not just to nicotine but to even more dangerous substances. It is heart breaking to witness children engaging in such activities when there are much more engaging activities like sports which they can participate in and move towards a bright future and Fit India in a healthy manner. We must organize more events like this and raise awareness about this pressing issue affecting our children.”
Talking about the reasons for the rising popularity of these new-age devices among children, clinical psychologist and Happiness Studio founder Dr Bhavna Barmi said, “Children’s mental states make them highly susceptible to early experimentation with addictive behaviours. Hence, we are witnessing a troubling surge in children being drawn to enticing electronic addictive devices like vapes and e-cigarettes. A major factor fuelling this trend is the packaging and advertising tactics employed by manufacturers of these modern devices.”
At the event, Mothers Against Vaping released a four-point agenda to counter and neutralise five popular alleged strategies adopted by global tobacco industry to promote gateway devices to young children.
The five popular global tobacco industry alleged strategies to promote new-age gateway devices to children include the Industry’s focus on new-age gateway electronic devices rather than traditional tobacco products as children readily adopt these devices; spreading misinformation that e-cigarette and similar electronic devices like heat-not-burn devices are less harmful than traditional tobacco products; hooking children early on; digital marketing and smuggling of these devices to escape regulations banning vapes and e-cigarettes.
The four-point agenda released by Mothers Against Vaping to counter the Global Tobacco Industry strategies includes Educating stakeholders through robust campaigns; Providing information about health hazards by Healthcare professionals, particularly doctors; Utilising the Same Marketing Tools and Digital Spaces that the MNC Tobacco companies are using and urging policymakers to address smuggling.
Digital marketing serves as a powerful tool for targeting children, portraying these devices as cool and desirable. Through platforms like social media, online ads and influencer partnerships, the tobacco industry allegedly glamorizes these products, effectively popularizing them among children and youth. Interestingly Mothers Against Vaping contends that the same digital platforms should be used to launch effective campaigns across various digital channels, including influencers whom children admire and relate to.
These campaigns can promote messages centered around valuing one’s body and embracing individuality. In the campaigns, children can be encouraged to reject gateway devices and adopt positive behaviours, such as expressing their uniqueness which can lead to the enhancement of their self-worth and self-esteem as well as enable them to be well-informed and make confident choices. Mothers and teachers should also be effectively engaged in these digital spaces. There is also a need to urge policymakers to bring in stringent laws against various marketing and digital tools that are being deployed.
Mumbai: This International Women’s Day, Khul Ke, an innovative homegrown Indian social networking platform dedicated to catering meaningful conversations, is breaking barriers and igniting change with a powerhouse line-up of Padma Shree awardee women interviews. Khul Ke encourages women to celebrate their achievements and draws inspiration from the remarkable stories of these trailblazing women.
Highlighting the campaign’s essence, the RoundTable video teasers capture the movement’s core spirit. The phrase “Celebrate International Women’s Day with Khul Ke” serves as a rallying cry, inviting individuals to partake in the global celebration of womanhood. “Join The Celebration Of Women Achievers on Khul Ke” invites virtual gathering honoring extraordinary women who have overcome challenges and achieved remarkable success.
Among the esteemed guests featured in the RoundTable videos are Deepa Malik, Usha Chaumar, Prakash Kaur, Dr Sukama Acharya, and Jamuna Tudu. Each of these phenomenal women shared their empowering journeys, inspiring countless others along the way. The narratives of these women eloquently exemplify “Breaking Barriers, showcasing Self-Reliance, and Inspiring Change,” underscoring the central theme of the campaign: challenging norms and nurturing positive transformation.
Reflecting on her journey, Deepa Malik remarked, “Nothing is impossible if you can convey to others that it can be done. If I can become a Padma Shree at 40 years, then anyone can do anything.”
Sulabh International president Usha Chaumar touched hearts with her poignant statement: “My daughters say that if you were not in the tunnel, then I would also have to do the same work.”
Unique Home in Jalandhar founder Prakash Kaur emphasized the importance of shifting mindsets, stating, “We all should adopt this thinking. We should change the way we think.”
Khul Ke’s International Women’s Day campaign serves as a beacon of empowerment, uniting individuals from all walks of life to celebrate and uplift women globally. Join the movement, be inspired, and make a difference this International Women’s Day with Khul Ke.
Mumbai: In line with Vedanta’s commitment to equality, diversity, inclusion at the workplace, and women empowerment as a whole, Vedanta Sesa Goa carried forward its nationally acclaimed initiative -#IronLadiesIndia2.0. on International Women’s Day within India and beyond. With fervent celebrations, Sesa Goa CEO Navin Jaju and Sesa Goa CFO Sourav Seksaria honoured the achievements of women achievers such as Dr Deepa Malik, Sakshi Kale, & Cecille Rodrigues. The campaign aims to spotlight stories of women achievers, honouring their exceptional contributions while paying tribute to the ‘Iron Will’ of women within and outside the organization. This year’s events also included the felicitation of those men, who have worked for the welfare and well-being of women viz. Arunendra Pandey from NGO Arz & Donald Fernandes from NGO Street Providence.
“At Vedanta Sesa Goa, we’re committed to creating an environment where women not only excel but lead on regional, national, and international stages. Our #IronLadiesIndia2.0. campaign epitomizes this dedication, celebrating the unyielding ‘Iron will’ of women within and beyond our organization. We empower women through various initiatives aimed at fostering economic self-reliance such as Project Jivika & SHGs, promoting inclusivity through sports such as Vedanta Women’s Football League & Sesa Football Academy, alongside technical skill development such as ITI & computer courses. Beyond professional achievements, we prioritize the holistic well-being of our female workforce, offering support such as sabbatical leaves for post-birth care and a ‘No Questions Asked’ work-from-home policy to ensure their mental and physical health. Proud catalysts of their metamorphosis, we shape personal and professional growth, nurturing sustainable societal advancement.” said Vedanta Ltd CEO- Sesa Goa Navin Jaju.
During the event, Arjuna awardee & para-Olympic silver medalist Deepa Malik stated that “I am honoured to be a part of the #IronLadiesIndia2.0 initiative of Vedanta Sesa Goa. Being termed an ‘iron lady’ is a matter of great pride for me and I will continue to demonstrate ‘ability beyond disability’ and continue to support women in their endeavours. My best wishes to the whole team of Sesa Goa for this campaign saluting the iron will of women.” As the recipient of prestigious accolades including the Padma Shri, Khel Ratna, and Arjuna Award, she has etched her name in the accounts of Indian sports history. She has also been working tirelessly to empower and enable underprivileged people with disabilities through her foundation Wheeling Happiness.
Cecille Rodrigues expressed her thoughts at the event and said that was a great experience to be a part of Vedanta Sesa Goa’s closing ceremony of the #IronLadiesIndia2.0 campaign. I urge all fabulous women out here to focus on themselves & undertake de-stressing activities from time to time, to care for their physical & well-being. Dance is one of those activities that helps so many people rejuvenate themselves, including myself.” Cecille is an incredible woman who has overcome incredible challenges and her participation in the dance reality show “DID Supermom” helped amplify her influence, earning her the moniker ‘Super Mom’ and garnering admiration nationwide.
Recounting on her experiences, Sakshi Kale expressed that “There is no shortcut to hard work & it is only with sheer perseverance that one can succeed at their chosen paths.” She also thanked Vedanta Sesa Goa for bestowing this honour & felicitating her. Sakshi Kale is a 19-year-old champion athlete from Usgao, Goa. She was the first blind athlete to win a medal for Goa at the Para Athletics National Championship in Bhubaneswar in 2022 and has become an inspiration for many despite being visually impaired.
Vedanta Sesa Goa chief corporate communications officer Sandhya Malik stated, “It has been an absolute honour to witness that the #IronLadiesIndia2.0 campaign has evoked unprecedented, genuine engagement & support from the #SesaGoaCommunity & beyond, which salutes the ‘Iron Will’ of women & is a celebration of their remarkable resilience & strength. For us, it has always been about recognizing women like Dr. Deepa Malik, Sakshi Kale & Cecille Rodrigues who’ve broken countless barriers to reach the pinnacle of their respective fields, the glass ceilings they have shattered, and the invaluable impact they have had in inspiring us all. Through this campaign, we want to commemorate these women as we aim to inspire a new generation of women leaders, innovators, and changemakers who are unafraid to challenge the status quo.”
The company launched a campaign on its digital and numerous communication platforms that demonstrated the laudable achievements of women from community and Vedanta Sesa Goa. Videos of Vedanta Sesa Goa employees and community women achievers highlighting their journeys, were shared on social media and through other communication platforms. Through this campaign, Vedanta extended an invitation to everyone to join in celebrating and saluting the ‘Iron Will of Women’ who inspire and empower countless others.
The event also saw several women employees of Sesa Goa being recognised by the Senior Management of Sesa Goa for their contributions namely Manali Turkar, Samantha Pereira, Rinki Patel, Swetha JS, Nilima Gadekar, Ananya G, Priyanka Baboria, Ms. Priyanka Naik, Saumyata Singh & Pradnya Sawant. The campaign has received an overwhelming response from employees and business partners of Sesa Goa as well as the community at large across all Sesa Goa locations in India and West Africa namely, Goa, Maharashtra, Orissa, Karnataka, Gujarat, and Liberia.
Vedanta Sesa Goa’s dedication to women empowerment extends beyond the workplace, with initiatives such as educational field trips and volunteerism activities aimed at empowering women in the community. Notable achievements include a significant increase in gender diversity ratios and recognition for excellence in diversity and inclusion at various national and international platforms.
The Vedanta Group demonstrates a strong commitment to diversity, equity, and inclusion (DEI), exemplified by recent initiatives such as the recruitment of women from defence services. Through DEI, the company fosters creativity, broader thinking, and fresh perspectives, contributing to enhanced performance and growth. Several programs have been designed to promote inclusiveness and develop women leaders, including initiatives in corporate and industrial security.
Mumbai: Canara HSBC Life Insurance concludes the fourth season of ‘Depend on Insurance’, a digital series that brings forth heart-warming and inspirational stories from veteran actor Kirron Kher. The series drew inspiration from brave women who have achieved incredible things by depending on their inner strength, which is the most dependable form of insurance. Through the initiative, Canara HSBC Life Insurance aims to reaffirm its positioning, “Promises Ka Partner” and underpins its brand promise with the message #DependOnInsurance-DependOnUs.
The series comprises of five episodes around the theme ‘Life Lessons from Women Who Changed The World’. The first episode with Deepa Malik’s life journey from paralysis to the Paralympics is one of resilience and triumph. Other episodes include stories of Sudha Murty’s determination to fight for her rights, Bachendri Pal’s grit to scale the Everest, Kalpana Chawla’s courage to reach for the skies, and Guneet Monga’s perseverance to win the Oscar. All these inspiring stories are a testament to women’s power to break barriers and fulfill promises, inspiring all to embrace courage and determination.
Canara HSBC Life Insurance chief distribution officer – alternate channels & chief strategy officer and marketing head Rishi Mathur, “In the realm of Life Insurance, where most brands tend to place their product at the forefront of all communication, this series offers a welcome departure. Through this campaign, our goal is to motivate and encourage a growing number of individuals to take a bold step forward, confident in the knowledge that they have a highly reliable insurance partner supporting them. At Canara HSBC Life Insurance, we strive every day to be a dependable insurance company for our customers. We have roped in Kirron Kher as the face of the campaign, her resonant voice and a commanding presence adds that dependability and authenticity factor to these magical stories. Her connect with the audience on an emotional level helps us deliver the key narratives of resilience with an even greater impact.”
Face of the campaign, Kirron Kher said, “In my perspective, personal inner strength stands as the primary wellspring of reliability for an individual. Irrespective of circumstances, it serves as the most trustworthy form of assurance. As my own journey has been shaped by my inner strength, it was truly gratifying to narrate the equally remarkable stories of others who have achieved the extraordinary.”
Campaign conceptualisation and execution agency Pravis Growth Partners creative head Pragya Bhatnagar added, “We have put forth our utmost effort to authentically portray their journeys, the challenges they faced, and the genuine emotions they experienced. While these women relied solely on their inner strength, we can all dare to pursue our dreams with confidence if we have a trustworthy insurance partner to rely on. We are also inviting the audience to share similar stories and create more impact.”
First episode: Ability Beyond Disability – Deepa Malik
The episode with Deepa Malik’s life journey is one of resilience and triumph. Despite being diagnosed with a spinal tumor at the age of 5, enduring years of recovery, and later facing a life-threatening surgery at the age of 30, Deepa’s determination to walk, to overcome societal doubts, and to showcase “ability beyond disability” fueled her extraordinary transformation throughout. Overcoming multiple surgeries, the loss of bones and lung capacity, Deepa not only defied the odds but excelled. From financial independence through entrepreneurship to becoming a gold medalist swimmer and winning at the Rio Paralympics, she reshaped perceptions of age, gender, and disability. Deepa Malik’s story is a testament to a Women’s power to break barriers and fulfill promises, inspiring all to embrace courage and determination, with a dependable partner like ‘Insurance’.
Second Episode: Leading From The Back – Sudha Murty
The episode is about Sudha Murty, an educationist, author, philanthropist, and the chairperson of Infosys Foundation. Born in Karnataka, she defied societal norms and pursued a career in engineering, becoming the first lady engineer at TELCO. She met Narayan Murthy and supported his entrepreneurial dreams by providing financial assistance. This marked the beginning of Infosys, a renowned software consulting company. Sudha Murty’s unwavering support extended to Infosys employees, even pledging her jewelry to ensure they received their salaries. Further to this, she founded Infosys Foundation in 1996, focusing on education, rural development, healthcare, arts, and destitute care, making a significant impact on society. Sudha Murty’s story illustrates the power of determination and supporting one another, emphasizing the importance of keeping promises, with Canara HSBC Life Insurance being a dependable partner.
Third Episode: The Everest Of Life – Bachendri Pal
It is a remarkable story of Bachendri Pal, the first Indian woman to conquer Mount Everest and the fifth woman globally to do so. Born in Uttarakashi, India, Bachendri faced societal challenges but pursued education and later mountaineering. Her relentless determination led her to scale numerous peaks, ultimately reaching the summit of Everest in 1984. Surviving an avalanche during her ascent, she exhibited unwavering courage and continued her climb, becoming a source of inspiration. Bachendri Pal’s achievements extended beyond mountaineering as she trained others in adventure sports and led rescue missions. Her story highlights the strength and resilience of women, and just like Bachendri, anyone can conquer life’s challenges with their inner strength and a dependable insurance partner like Canara HSBC Life Insurance.
Fourth Episode: Reaching For The Stars – Kalpana Chawla
The story revolves around Kalpana Chawla, a woman driven by a passion for aviation and a dream to explore beyond Earth’s boundaries. Born in Karnal, India, she defied gender barriers to pursue aerospace engineering, earning advanced degrees in the United States. Kalpana joined NASA as an astronaut, ultimately becoming the first India-born woman to venture into space. Tragically, her second mission on the Columbia space shuttle in 2003 ended in disaster as the shuttle disintegrated during re-entry with earth’s atmosphere, claiming the lives of all seven crew members, including Kalpana Chawla. Her legacy endures through her contributions to space exploration and her commitment to inspiring girls to dream limitlessly. NASA honored her by naming a spacecraft after her. Kalpana’s story underscores the power of determination and keeping promises, with Canara HSBC Life Insurance as a dependable partner.
Fifth episode: Lights Camera Action Success – Guneet Monga
A commendable journey of Guneet Monga Kapoor, a visionary Indian film producer. Despite humble beginnings and numerous challenges, Guneet rose to prominence as the founder of Sikhya Entertainment and the producer of acclaimed films/series like “Gangs of Wasseypur” and “The Lunchbox.” Her tenacity led her to achieve her dream of attending the Oscars, and she made history with her work on the Academy Award-winning documentary short film “Period – End of Sentence.” Guneet’s dedication towards empowering women in the film industry led to the creation of the ‘Indian Women Rising’ cinema collective. Her story embodies the strength and determination that women are known for, and she has not only created her table but also left an indelible mark in the male-dominated film industry, putting Indian cinema on the global stage. With inner strength, anyone can overcome life’s challenges, and with a dependable insurance partner like Canara HSBC Life Insurance, you can Depend On Insurance to chase your dreams.
Mumbai: Havells India has started a video series #LetsEndDarkness (LED) Talks under a newly launched campaign, celebrating inspiring stories of people who have eliminated darkness from their lives despite obstacles and challenges.
Content partner by Unhide and conceptualised by Netter, the campaign features five inspiring real-life influencers who overcame the dusk and triumphed in their lives.
The central concept that lies behind the campaign idea is that with determination, individuals can rise to their fullest potential despite the challenges they face and grow beyond the constraints of their current circumstances.
The five influencers who will be a part of this campaign video are: India women’s cricketer, Smriti Mandhana, who has established herself in a sport that is primarily known to be male-dominated. Athlete Deepa Malik, who became the first Indian woman to compete in the Paralympic Games. Photographer Vicky Roy, a ragpicker at New Delhi railway station who ran away from home, studied photography and eliminated darkness from his life. Dr. Ruth John Paul, who took birth in a male body with a feminine spirit and transformed herself. She has worked her way up to become the first doctor at India’s first transgender clinic. Pooja Dasgupta, a single parent, who has overcome her unhappy marriage. Dasgupta raised her child single-handedly and emerged stronger despite the unforeseen challenges.
The campaign video begins with a black screen with a voiceover of the influencer in the backdrop and moves on to a frame of light and illumination where they begin narrating their story. The videos are shot in long-form stories for the website and in a crisper short format for social media channels. The video series will run for six weeks on all social media platforms, including Facebook, Instagram, and YouTube, and will be amplified on digital platforms.
Commenting on the launch of the new campaign, Marketing Havells India executive vice president Rohit Kapoor said, “The campaign thought of “LED Talks” aims at taking the high ground and thought leadership in the category, which is above product and feature-based advertising. We are proud that the first campaign video amplified by Smriti Mandhana on her Instagram handle has already garnered more than 1,18,000 likes.”
“The campaign is another step towards creating remarkable storytelling that will help coherently communicate the brand’s narrative for change with LED (light-emitting diode) to a completely different proposition where the three letters of ‘LED’ stand for “Let’s End Darkness,”” he added.
Havells India president & SBU head Parag Bhatnagar added, “With the new “LED Talks” campaign, we want to spread positivity among people and hope that they resonate with it in a powerful yet humble way. The campaign establishes real-life victory testimonies that people have achieved despite obstacles and hardship owing to their valour. A core message of ‘enlightenment within’ has been used in the campaign with a strong emotional and socially responsible message. We are hopeful that people will be inspired by the new campaign and feel motivated to achieve their aspirations.”
MUMBAI: MG Motor India has announced Paralympic athlete and Khel Ratna Awardee Deepa Malik to be the voice of the personal AI assistant in its upcoming SUV – MG Astor to deliver a unique voice experience to its consumers as it looks to disrupt the Indian automotive industry.
Called ‘The Woman on Wheels’, Deepa Malik has enlisted herself in the record books for several driving feats across deserts & mountains. The woman extraordinaire will humanise the voice of the personal AI assistant in the soon-to-be launched SUV MG Astor, it said in a media statement.
Talking about the partnership, MG Motor India president & managing director, Rajeev Chaba, said, “At MG, we strive to consistently create exciting and meaningful experiences for our customers. In another first, we are introducing a personal AI assistant in MG Astor. Having Deepa Malik, a woman of many firsts, as a voice for Astor, is in line with our commitment to both community and diversity. Deepa is the epitome of women empowerment and her voice in Astor is a message for everyone to be unstoppable.”
Deepa Malik, the first Indian woman Paralympic medalist, said, “I am delighted to be the voice of the next MG SUV. I have closely followed MG’s journey in India, and I applaud their vision. MG has not only led the disruption in the automotive industry, but it has contributed to the empowerment of different sections of society. It is commendable that MG’s one-third of the active workforce is women. I am confident that MG will emerge as a champion with the industry-leading features of Astor.”
MUMBAI: True freedom comes with a right to choose between ‘Yes’and‘No’. But, almost half of the country lives with freedom that comes with *conditions apply. Right from her birth, a girl is told what she should do and what she should not. She grows up in an environment where freedom is a permission that is sometimes granted to her, sometimes not. The degree of gender discrimination might change with geographies, communities and affluence. Increasingly, women are rejecting the notion of freedom with *conditions, but it is very much present as a part of our society and unsaid family rules across larger parts of the country.
This International Women’s Day, The Times of India brings together multiple voices and discovers inspiring stories where women across the country are winning over *conditions to achieve their aspirations.The campaign is joined by Priyanka Chopra, Alia Bhatt, Kareena Kapoor Khan, Sonam Kapoor, Deepa Malik, Shalini Saraswathi, Sakshi Malik and many other achievers who share their stories of how have shattered *conditions put on them to achieve their dreams. The campaign #NoConditionsApply raises pertinent questions as to why the society still has different rules for daughters and sons. Why people expect her to be strong,yet her independent views are trolled. Why people tell her to dream big, but don’t allow her to challenge traditions. Why she is expected to work hard, but not have an expectation of equal pay. The crimes against women make it to headlines often, but few see the daylight of true justice. And, in the end, the shame is always a burden for her to bear. Across the country, the rules for men and women are almost always never the same.
The Times of India is celebrating #NoConditionsApply across all its 45+ youth centric supplements like Bombay Times, Delhi Times, Chennai Times, Bangalore Times, Ahmedabad Times, Calcutta Times, Hyderabad Times, Pune Times etc., through inspiring stories of women achievers who have busted the *conditions put on their dreams.
The campaign features Delhi’s MMA fighters who share what it means to fight-like-a-girl, ace women comedians who quip with smart repartee on sexist comments, Pune’s warrior women excelling in Mardani Khel, college theatre groups that blatantly question gender biases and many more unique stories. Flagging off the campaign, Alia Bhatt says “We would’ve lost so much talent across fields, had women not decided to give their aspirations a shot”.
Talking about her views on #NoConditionsApply, Priyanka Chopra says “It starts with a bigger conversation around feminism which is about making decisions for ourselves without being judged, and with the same freedom that men have enjoyed for so many years. “Deepa Malik shares her secret to beat the conditions, “When you are passionate about something, the whole universe comes together to help. It all starts with faith in yourself and your determination. No conditions apply when it comes to achieving your dreams.”
Share your stories and wish every woman you know “Happy Women’s Day” and wish her a life in which #NoConditionsApply.
Show your support, share your stories and spread the message at http://timesofindia.indiatimes.com/campaignlanding/57458215.cms and tag your friends, family and partner. Because when everyone joins the conversation, she will live free.
MUMBAI: Starting the year on a high note, Maxus partnered with Big FM to co-create and conceptualise a powerful radio campaign for Sonata’s newly launched safety watch ACT– App-Enabled Coordinates Tracker, designed exclusively for women. The watch has a button placed at the 8’clock position which when double clicked sends distress alarms to 10 designated guardians. Keeping in line the safety features and uniqueness of the watch, an innovative three-tiered campaign using radio as a medium was executed in 21 cities.
The first phase included time checks sponsored by Sonata; as time-checks have a synergistic fit with the 8‘o’clock button awareness generation. The second phase comprised conversations with some of the great Indian women achievers like Sakshi Malik, Saundarya Rajesh, Sujitha Bora, Tashi & Nungshi, Deepa Malik, Sneha Mohandass and many more with RJ Richa Anirudh on a show titled as ‘Manzil Pe Nazar’, bringing alive their stories of courage & achievement. In the third phase, Big FM will be shifting their studios at various on-ground public locations and bringing in 12 hours live programming from 8 pm – 8 am with an all-female crew. This first of its kind activity, under way in five metros, will continue till 7 January, 2017.
Maxus South Asia – south India managing partner Sanchayeeta Verma said, “Sonata ACT is a smart watch with a purpose, enabling women to courageously follow their dreams. Safety is a need for every woman and concerns not only her, but her family and colleagues as well. However, we also noticed a low adoption of current safety options and realized that we needed de-mystification of the technology, create a wave of collective participation from women to corporates, and build a habit of mindfulness and usage. To do this we needed a platform with relatable real-life people & generate momentum. Our effectiveness studies have shown high ROI for radio. The medium not only helps participation and engagement, but also offers significant digital platforms and multimedia amplification.”
Titan Company CMO – watches and accessories Suparna Mitra said, “In India, safety is a huge concern for women and their families. As Indian women are evolving and progressing to take on more challenges, we realized there is a huge market for a safety watch which will help women pursue their dreams.”
BIG Network CEO Tarun Katial said, “We at 92.7 BIG FM, are thrilled about the initiative that Sonata has implemented on a large scale as part of the brand launching a line of safety watches called ‘ACT-App-Enabled Coordinates Tracker’.”
MUMBAI: Starting the year on a high note, Maxus partnered with Big FM to co-create and conceptualise a powerful radio campaign for Sonata’s newly launched safety watch ACT– App-Enabled Coordinates Tracker, designed exclusively for women. The watch has a button placed at the 8’clock position which when double clicked sends distress alarms to 10 designated guardians. Keeping in line the safety features and uniqueness of the watch, an innovative three-tiered campaign using radio as a medium was executed in 21 cities.
The first phase included time checks sponsored by Sonata; as time-checks have a synergistic fit with the 8‘o’clock button awareness generation. The second phase comprised conversations with some of the great Indian women achievers like Sakshi Malik, Saundarya Rajesh, Sujitha Bora, Tashi & Nungshi, Deepa Malik, Sneha Mohandass and many more with RJ Richa Anirudh on a show titled as ‘Manzil Pe Nazar’, bringing alive their stories of courage & achievement. In the third phase, Big FM will be shifting their studios at various on-ground public locations and bringing in 12 hours live programming from 8 pm – 8 am with an all-female crew. This first of its kind activity, under way in five metros, will continue till 7 January, 2017.
Maxus South Asia – south India managing partner Sanchayeeta Verma said, “Sonata ACT is a smart watch with a purpose, enabling women to courageously follow their dreams. Safety is a need for every woman and concerns not only her, but her family and colleagues as well. However, we also noticed a low adoption of current safety options and realized that we needed de-mystification of the technology, create a wave of collective participation from women to corporates, and build a habit of mindfulness and usage. To do this we needed a platform with relatable real-life people & generate momentum. Our effectiveness studies have shown high ROI for radio. The medium not only helps participation and engagement, but also offers significant digital platforms and multimedia amplification.”
Titan Company CMO – watches and accessories Suparna Mitra said, “In India, safety is a huge concern for women and their families. As Indian women are evolving and progressing to take on more challenges, we realized there is a huge market for a safety watch which will help women pursue their dreams.”
BIG Network CEO Tarun Katial said, “We at 92.7 BIG FM, are thrilled about the initiative that Sonata has implemented on a large scale as part of the brand launching a line of safety watches called ‘ACT-App-Enabled Coordinates Tracker’.”
