Mumbai: Yuvaa, India’s beloved Gen Z impact, research, and media organisation, launched its women’s day initiative – ‘Sisterhood’ with an exclusive, invite-only slumber party.
The event brought women from all walks of life together under one roof to celebrate womanhood and honour each other’s journeys. The night kicked off with a panel discussion about what women desire in their personal and professional lives. The panel, curated in collaboration with Max Life Insurance, used the brand’s latest IPQ (India Protection Quotient) 6.0 study to underline the importance of financial awareness and planning. Featuring a stellar lineup of Neha Dhupia, Faye D’Souza, Anshula Kapoor, and Aastha Shah, the conversation highlighted the importance of the awareness surrounding financial security. “There are difficult decisions that are emotionally taxing, but they shouldn’t be financially taxing as well. Which means you need to have enough money to quit that job, to walk out of that relationship if you need to, to do whatever it is you need to do,” Faye D’Souza said while sharing her thoughts on how important it is for women to be financially independent and secure. “It’s important to have your financial independence. It doesn’t have to be a lot of money, and you don’t have to reach a certain amount of zeros in your bank account as long as you know your money is yours,” actor Neha Dhupia added on the same topic. The discussion utilized information from Yuvaa’s latest insights report ‘That’s What Sis Said’ – an understanding of women’s preferences, desires, and aspirations from brands that cater to them, from their workplace and from their friendships and relationships.
Speaking of the association with Yuvaa, Max Life Insurance chief marketing officer Rahul Talwar said, “Max Life remains steadfast in its commitment to trust and recognizes the vital role of financial planning in securing India’s future. The sixth edition of our marquee study, India Protection Quotient (IPQ), emphasizes the critical need for financial empowerment across diverse sections, particularly among women. As part of our focus on developing integrated marketing plans that resonate with Gen Z and Millennials, partnering with Yuvaa for International Women’s Day was a strategic decision. Yuvaa’s ability to connect with younger audiences perfectly aligns with our brand ethos and goals. As advocates for financial empowerment, we were particularly drawn to Yuvaa’s ability to connect with young women. The Sisterhood Slumber Party’s focus on Gen Z women influencers presented a unique opportunity to raise financial awareness amongst this growing demographic. Through partnerships like this, we aim to enable diverse communities with the knowledge and tools they need to take control of their financial futures, making informed decisions that pave the way for long-term security and success.”
Yuvaa head of creative strategy Anusha Shetty also expressed her thoughts on the event, saying, “Sisterhood is the cornerstone of every woman’s journey, both personally and professionally. Through Sisterhood, we aim to create a space where women uplift and support each other, fostering a sense of belongingness. Personally, Sisterhood has been instrumental in my own growth and development, reminding me of the strength that lies in solidarity and sisterhood. At Yuvaa, we’ve championed women-centric initiatives, from our mindful hiring practices to projects like ‘You Grow Girl’ with Navya Nanda and now the ‘UnstreeOtype’ podcast. These endeavours are a testament to our commitment to amplifying young women’s voices and reshaping societal narratives. Sisterhood is not just a concept but a lived experience that drives positive change and celebrates the diversity and resilience of women everywhere.”
Another highlight of the night was when the legendary thespian Ratna Pathak Shah took the stage for a deeply insightful Ask Me Anything (AMA) session with the audience. Known for her work in Sarabhai vs. Sarabhai, Kapoor & Sons, Dhak Dhak, and more, Ratna Pathak Shah charmed the audience with her wisdom and warm energy. She said – “Stree dhan should be stree dhan – it doesn’t matter if it’s given by your parents or you earn it for yourself. Financial independence is a must.”
Yuvaa also gave the audience a sneak peek into their upcoming podcast – ‘UnstreeOtype.’ A special collaboration between Yuvaa and Amazon Music, the podcast aims to shatter age-old stereotypes that society imposes on women. Featuring an impressive lineup of guests like Uorfi Javed, Richa Chadha, Rasika Dugal, Trinetra Haldar Gummaraju, Barkha Singh, and Suchitra Pillai among others, the podcast will stream exclusively on Amazon Music starting 12 March. Later, Uorfi Javed herself took the stage for a spirited fireside chat moderated by popular Instagram creator Saumya Sahni. The conversation dove into her life, choices, and media image while also talking about her newly launched podcast ‘Uncancellable.’ She spoke about finding inspiration in the women she encounters every day. “I find inspiration every day, in everyone I meet. Today I have come here and met these beautiful women – I feel inspired by them,” she said.
The event also had an interactive quiz that tested the audience’s ‘financial wisdom’ hosted by popular Instagram creator Vanika Sangtani, titled ‘Wo-money-a.’ Furthermore, domestic worker turned comedian, and internet sensation, Deepika Mhatre performed a vibrant stand-up comedy set that had the audience in splits. Krittika Kannojia, a Dalit, queer creator, and an alumnus of Yuvaa Pride Class – a celebration of young, queer voices – announced the 2024 edition of Yuvaa Pride Class. Finally, the night was capped off by an energetic performance by the Konkan Kanya Band.
In the past, Yuvaa has been in the news for its work around gender sensitivity and empowerment. In 2023, the company traveled across the country with Navya Nanda on its roadshow titled ‘You Grow Girl’ in partnership with L’Oréal – aimed at spreading awareness about street harassment. The launch of Sisterhood is yet another resounding victory for Yuvaa – one that is bound to change the way we celebrate everything about women.
