Tag: women empowerment.

  • Women are smashing stereotypes-But when will the stigma croak?

    Women are smashing stereotypes-But when will the stigma croak?

    MUMBAI: Do you only appreciate God during festivals, or is the devotion an all-year affair? If faith and admiration are ingrained in us for the divine, why does it stop short when it comes to one of God’s finest creations—WOMEN? Why do we insist on sticking a ‘special’ label on just one day of the year to praise, worship, and acknowledge the achievements of women in male-dominated fields? Newsflash: women don’t magically become remarkable on 8 March and revert to invisibility the next day. Let’s retire the ceremonial fanfare and start giving credit where it’s due—every single day.

    In India, women aren’t just breaking the glass ceiling-they’re bulldosing right through it, leaving society scrambling to pick up the shards. They’re running boardrooms, leading billion-dollar empires, and rewriting the rules of success. And yet, the elephant in the room remains stubbornly unbudged: why does gender bias still loom like a ghost that refuses to be exorcised? Women in leadership are no longer the underdog story-they’re the main event. So why does recognition still feel like an annual festival rather than an everyday reality?

    Celebrating women once a year and calling it progress is like drinking one green smoothie and calling yourself a Indiqube executive director & COO Meghna Agarwalhealth guru. Indiqube executive director & COO Meghna Agarwal gets straight to the point, “Women’s economic participation is not just a social imperative but a strategic one, with the power to significantly boost India’s GDP.” And yet, despite the high-decibel conversations about equality, many women still find themselves playing a never-ending game of ‘prove yourself’ while their male counterparts get automatic upgrades.

    The numbers across industries tell an interesting story. In IT, multinational corporations (MNCs) are making strides—mentorship programs and global capability centers (GCCs) have propelled 1,100 women into global roles over five years. In marketing, women hold 60 per cent of jobs in North America and 52 per cent of CMO positions, but only 24 per cent of C-suite roles in UK SEO firms. Advertising remains stubbornly male-dominated, with men holding 71 per cent of leadership positions.

    media & entertainment

    India’s progress is a mix of wins and gaps. In media & entertainment (M&E), women hold just 12 per cent of leadership roles in top firms, down from 13 per cent last year. However, they shine on streaming platforms, occupying over 20 per cent of head-of-department roles. In advertising, women make up 40 per cent of the workforce but only 30 per cent of leadership positions-though leadership representation in India hit 36 per cent in 2025, surpassing global averages.

    Meanwhile, tech and finance continue to lag. Women hold less than a third of tech jobs and only 18-19 per cent of executive roles. In NBFCs and MFIs, women occupy just 12.5 per cent of leadership positions, proving finance still clings to its glass ceilings. Progress is real but moving at a snail’s pace.

    Aruna C. Newton

    Infosys VP, head of diversity & inclusion, ESG governance & reporting, Aruna C. Newton highlights the slow but steady march forward. “Through our flexible hybrid work model and programs like Restart with Infosys and #IamtheFuture, we continue to unleash opportunities for women to stay intentional about their careers and cement their leadership in technology,” she states. Infosys is gunning for a workforce that’s 45 per cent female by 2030, but the question remains: if businesses can adapt at the speed of light for profits, why does gender equality move at the pace of a sloth on vacation?

    The government is also throwing its hat in the ring. Supriya Shivani Wagh Lifescience Ltd. joint managing director Shivani Wagh points to the Union Budget 2025-26, which allocated Rs 4.49 lakh crore for gender-focused initiatives-a 37.5 per cent boost. “With over 14 per cent of Indian enterprises led by women, women-led entrepreneurship is on the rise,” she states. But there’s a catch. Access to the capital is still harder for women than finding a cab during peak hours. For every woman who secures funding, dozens more are stuck navigating a maze of bureaucracy and bias.

    Priya Krishnamurthy Paper policies sound great, but until the money starts flowing into real businesses, they’re just glorified wish lists.
    Tech, of course, remains one of the toughest nuts to crack. Acer India director – commercial sales, Priya Krishnamurthy gets it, “Advancing gender equality is not just a necessity but a catalyst for transformation.” 

    Translation? If the tech industry wants to stay ahead, it needs to do more than just talk a good game. Until women in STEM are as common as overpriced lattes in co-working spaces, we’re not done yet.

    The outdated belief that women lack the ‘testosterone’ to run Fortune 500 companies is about as relevant as a fax machine. Women have proven, time and again, that they can lead with both ambition and empathy-two traits that businesses desperately need. And here’s the kicker: many of the men who once doubted them now report to female bosses. And guess what? The world didn’t end. In fact, it’s thriving.

    Solitario Lab Grown Diamonds head of business & strategy Kamini Singh is all about recognising the brilliance of women. “Women are the driving force of change, shaping industries, breaking barriers, and redefining success on their own terms. This Women’s Day, we celebrate their brilliance, resilience, and unstoppable spirit. At Solitario, we believe every woman deserves to shine, not just beautifully, but powerfully, just like a diamond: strong, radiant, and timeless. Let’s Bling it!” she exclaims.

    Meanwhile, SIG Group head of market, India & Bangladesh, Vandana Tandan insists that equality needs to move beyond paper promises. “Real progress in any industry depends on recognising and valuing the unique talents of every individual. International Women’s Day provides an opportunity to reaffirm our commitment to building workplaces where equal opportunities are more than just a policy, they are a reality,” she says. In other words, let’s ditch the lip service and get down to business.

    Apollo Green Energy GM-corporate communications & digital marketing, Aanchal Sharma weighs in on the shift in leadership dynamics. “The stigma around women in leadership has not just changed. It has been challenged by women who refused to accept the notion that they did not belong. This shift has not been a single sweeping revolution but a series of quiet and persistent actions. A woman speaking up in a meeting despite being interrupted. Another negotiating her salary without apology. One balancing ambition with empathy without feeling the need to justify either. These everyday acts, multiplied across millions, have reshaped leadership.”

    She continues, “Yet, progress remains slow. Women lead only 1.6 per cent of companies listed in the Fortune India 500, despite businesses with diverse leadership teams being 25 per cent more likely to outperform their peers in profitability. The numbers tell a clear story. When women lead, companies thrive. But leadership is not just about economic success. It is about reimagining workplaces where women do not have to fight twice as hard to be heard, where ambition is not mistaken for aggression, and where success is defined by impact, not outdated expectations.”

    So, the million-dollar question: when does the stigma finally disappear? Women are already etching history-it’s society that’s dragging its feet catching up. 

    Because the future isn’t female-it’s equal. And if you’re still debating that, you’re already in the past.
     

  • Airtel Payments Bank empowers 100,000 women to lead banking revolution

    Airtel Payments Bank empowers 100,000 women to lead banking revolution

    MUMBAI: Money talks, but not everyone gets to hear it. Airtel Payments Bank is changing that, one woman at a time. On this International Women’s Day, the bank is making a bold statement—financial empowerment isn’t just for the boardrooms; it starts at the grassroots. With an army of 100,000 women business correspondents (BCs) now in action, Airtel Payments Bank is rewriting the rules of banking accessibility in India.

    Airtel Payments Bank has long been at the forefront of bringing banking to the unbanked. With a sprawling network of 500,000+ banking points, the bank has reached the deepest corners of India, making financial services as accessible as the local kirana store. But the real game-changer? Women. These BCs are more than just intermediaries; they are financial lifelines, helping communities access essential services like account opening, fund transfers, bill payments, and micro-loans.

    “Women have always been at the heart of our mission to bring financial services to every corner of the country,” said Airtel Payments Bank COO Ganesh Ananthanarayanan. “Through our women BC network, we are not only promoting financial inclusion but also empowering women to become change makers in their communities. This International Women’s Day, we celebrate their incredible contributions to advancing banking access, especially in remote areas. We are committed to growing this network even further and bringing more women into the financial mainstream.”

    Over 80 per cent of these correspondents operate in tier three towns and beyond, proving that financial inclusion isn’t just a corporate buzzword—it’s a movement. By focusing on training and upskilling women entrepreneurs, Airtel Payments Bank is not just creating jobs; it’s unlocking financial independence for thousands of women who, in turn, empower millions.

    Looking ahead, Airtel Payments Bank plans to continue scaling this initiative, bringing even more women into the fold. Because when women hold the purse strings, entire communities thrive.

  • Republic Bharat unveils the logo of ‘Sangam – Sahitya, Sur aur Shakti’

    Republic Bharat unveils the logo of ‘Sangam – Sahitya, Sur aur Shakti’

    MUMBAI: Republic Bharat, the Hindi news channel of Republic Media Network, announced the launch of Sangam – Sahitya, Sur aur Shakti, a cultural initiative that highlights and showcases the essence of India’s artistic and cultural heritage.

    As per the press release, Republic Bharat mentioned reaching over 49 crore people annually and is watched by every second viewer in India’s TV universe, Republic Bharat is taking a bold step beyond the news to establish Sangam – Sahitya, Sur aur Shakti as a beacon of India’s rich traditions in literature, music, spirituality, and women empowerment.

    With Sangam – Sahitya, Sur aur Shakti, Republic Bharat promises an unparalleled energy of musical performances, inspiring storytelling, meaningful discussions, and vibrant cultural expressions. The initiative will feature a stellar lineup of India’s most revered speakers, musicians, writers, artists, and novelists, each contributing their unique voices to celebrate the nation’s legacy.

    Republic Media Network CEO Hersh Bhandari remarked: “As a network rooted in the principle of ‘Nation First,’ we firmly believe that culture lies at the heart of our national identity. With Sangam – Sahitya, Sur aur Shakti, we are launching a cultural IP that embodies this belief, showcasing India’s unmatched artistic brilliance to the world. This is more than an event; it’s a movement – a commitment to celebrating our traditions, creativity, and diversity.”

    Republic Media Network’s Sangam – Sahitya, Sur aur Shakti is poised to become a powerful platform for cultural dialogue and creative exchange, bringing together audiences from all walks of life. By weaving together music, literature, and art, the IP aspires to inspire a deeper appreciation for India’s timeless traditions while offering a fresh perspective on the cultural narratives that unite the nation.

  • Simply Fresh launches #HarLadkiDurga campaign celebrating women’s strength

    Simply Fresh launches #HarLadkiDurga campaign celebrating women’s strength

    Mumbai: Simply Fresh, the flagship brand of BN Group, has launched its #HarLadkiDurga campaign in celebration of Durga Pooja. The video campaign reflects the core message that every woman embodies the spirit of Goddess Durga, representing strength and resilience. It encourages viewers to honour and respect the inner strength of women as they overcome life’s challenges.

    BN Group’s chief marketing officer Kiran Giradkar shared his thoughts on the campaign, stating, “Durga Pooja is a time to honour strength, courage, and resilience – qualities that every woman possesses. Through #HarLadkiDurga, we hope to inspire people to recognise and celebrate the goddess in every woman, respecting her dignity and integrity in all walks of life.”

    This campaign has been launched across social media reminding everyone of the powerful reflection of Maa Durga in every woman.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by BN Group (@thebngroup)

     

     

  • News18 SheShakti 2024 honours women leaders driving India’s transformation

    News18 SheShakti 2024 honours women leaders driving India’s transformation

    Mumbai: The 2024 edition of News18 SheShakti Summit celebrated the achievements of women leaders who broke barriers, pursued excellence, and elevated India’s stature globally. Held in New Delhi, the summit featured visionary women leaders, policymakers, and changemakers, including Jagdeep Dhankhar, VP of India, Justice D Y Chandrachud, Chief Justice of India, and Justice Indu Malhotra, Retired Judge of the Supreme Court of India.

    Among the distinguished speakers were Kirron Kher (Actor & Former MP), Bhumi Pednekar (Actor), Padma Bhushan Usha Uthup (Singer), Nigar Shaji (Project Director for ISRO’s Aditya mission), and Lakshmi M Puri (Former UN Assistant Secretary-General & Ambassador of India), who shared their inspiring stories alongside other influential women leaders.

    In a special address, President of India, Droupadi Murmu emphasised the importance of women’s empowerment, safety, and struggles. She said, “Women are, in fact, the true manifestation of power. The real strength of our nation lies in the empowerment of women. Our women have always demonstrated resilience, strength, and courage, moving forward despite all obstacles.”

    Chief Justice of India, Justice D.Y. Chandrachud, addressed the audience by highlighting issues facing women today and the broader societal need for equal opportunities and dignity. He remarked, “But stringent laws alone do not make for a just society. Above all we need to change our mindset,”

    VP of India, Jagdeep Dhankhar, delivered a poignant speech, saying, “There must be evolution of mechanism, which includes for women…. Some people have the audacity to call women weaker sex. They are terribly wrong. What happened over the ages has to change. Democracy is made for those who are vulnerable, challenged and those who need handholding. You need to access opportunities and have full control over your life.”

    The event concluded with an enthralling performance by Padma Bhushan Usha Uthup.

    Network18 (Broadcast) CEO & Managing Director A+E Networks ITV18, Avinash Kaul said, “News18 SheShakti 2024 is our tribute to women who have turned their dreams into reality through passion, grit, and resilience. With this year’s edition, we raised the bar by bringing leaders who are shaping India’s global narrative, highlighting the critical role of women’s equal representation in nation building. We put a spotlight on their extraordinary contributions across fields like science, policy, defence, education, business, arts and more to create relevant conversations that inspire the younger generation.”

    Network18, CEO digital & president, corporate strategy, Puneet Singhvi added, “By featuring extraordinary women leaders from several sectors, we’ve not only celebrated their achievements but also demonstrated how diverse perspectives fuel innovation and progress. Our goal is to inspire action and create pathways for more women to drive change and lead with vision.”

    News18 SheShakti 2024 paid tribute to women’s leadership, celebrating their contributions across science, policy, defence, education, and more, while underscoring the importance of gender diversity in building a stronger, more resilient India.

  • Prez Murmu calls for action on women’s safety at News18 SheShakti Summit 2024

    Prez Murmu calls for action on women’s safety at News18 SheShakti Summit 2024

    Mumbai: In a special message at the News18 SheShakti Summit 2024, president Droupadi Murmu addressed a pack of topics surrounding women’s empowerment, their safety and struggle.

    Addressing the summit that celebrated trailblazing women propelling India to the global forefront, president Murmu said, “Women are, in fact, the true manifestation of power. The real strength of our nation lies in the empowerment of women. Our women have always demonstrated resilience, strength, and courage, moving forward despite all obstacles.”

    President Murmu’s speech at News18 SheShakti Summit 2024:

    “Greetings! In the centuries-old culture of India, our country has been given the status of the motherland. We regard our birthplace as a mother and refer to the earth as a mother. In this way, Indian soil has a tradition of holding women in the highest respect and reverence.

    In our diverse nation, our goddesses have also assumed many forms. On one hand, they take on fierce forms like Kali and Durga to vanquish demons, while on the other, they bless us as Lakshmi and Saraswati, providing peace, prosperity, and knowledge. Women are considered the embodiment of power in our country.

    Women are, in fact, the true manifestation of power. The real strength of our nation lies in the empowerment of women. Our women have always demonstrated resilience, strength, and courage, moving forward despite all obstacles.

    In our country, strict laws have been made regarding women’s safety. Yet, it is unfortunate that feelings of insecurity still exist. The constant struggle of women is against the social narrow-mindedness and conservatism that consider them weak.

    Although many changes have occurred, some social prejudices remain deeply rooted, creating barriers to women’s equality.

    As a society, we all need to look within ourselves and ask some hard questions. Where have we gone wrong? What can we do to improve? The safety and dignity of women are crucial for the development and success of any nation. It has become essential for all of us to come together and pledge to protect the honour and dignity of the women in our country and ensure their progress.

    This initiative by Network18 aims to honour those women who have achieved extraordinary feats beyond the limitations of gender. These women have set incredible examples, breaking all boundaries, challenging discriminatory standards, and achieving tremendous success by shattering stereotypes.

    The time has come for us to awaken a public consciousness where respect for women is increased, and no woman feels unsafe at any time, in any place. Your She-Shakti campaign is a part of this broader public awareness effort. My best wishes for the success of your program. Thank you. Jai Hind!”

    News18 SheShakti returned with season two, under the theme ‘Breaking Barriers’. This year’s summit talked about how women are redefining success and driving transformative change. The event featured an inspiring line-up of pioneers from all walks of life — politics, science, arts, business, sports, and entertainment, who share their disruptive insights on leadership, reflecting the unstoppable momentum of women leading India’s success story.

  • Foxtale ad film honours women’s resilience and empowerment

    Foxtale ad film honours women’s resilience and empowerment

    Mumbai: Foxtale launches its first-ever brand film, marking a milestone in its journey to strengthen its position in the beauty industry. The film celebrates women’s resilience and unstoppable spirit aligning with Foxtale’s commitment to empowering them through high-quality skincare.

    The film highlights the effectiveness of Foxtale’s Glow trio—Glow Sunscreen, Super Glow Moisturizer, and Vitamin C Serum. It portrays the Unstoppable Woman in various situations, from the beach to delivering speeches, with the Glow trio as her trusted partner. The narrative emphasises Foxtale’s mission to deliver visible skincare results while supporting women through life’s challenges.

    Alongside creative agency Studio Simple, Foxtale also developed an original soundtrack featuring a playful rap that complements the visual narrative with empowering lyrics. This anthem of self-love underscores Foxtale’s dedication to boosting women’s confidence.

    “Our new brand film celebrates the Unstoppable Spirit of Women and embodies the essence of self-love and acceptance,” said Foxtale’s founder and CEO, Romita Mazumdar. “Through our products and philosophy, we empower women to embrace their unique beauty with confidence.”

    Foxtale breaks from traditional celebrity endorsements, focusing on the transformative power of its products. This approach highlights the brand’s commitment to product innovation and understanding consumer needs.

  • Cactus celebrates the forgotten women in the field of science and technology

    Cactus celebrates the forgotten women in the field of science and technology

    Mumbai: A science communications and technology company, Cactus Communications, launched a new campaign, “#WomenWhoChangedTheWorld,” to celebrate and bring back the forgotten tales of women in science, technology, engineering, and mathematics (STEM) back into the spotlight.

    This year-long campaign started on 8 March 2022, featuring 52 inspiring women across the globe, with one story being highlighted every week of the year through Cactus social media handles.

    The campaign features inspirational Anna Mani (the weather woman of India), Alice Ball (an African American chemist who developed the “Ball Method”), Katherine Johnson (one of the first black American mathematicians to ever work at NASA), Rosalind Franklin (a British chemist and x-ray crystallographer), and many others, and celebrates their contributions and the life-changing scientific discoveries made by them.

    Through this campaign, the company has quietly unveiled a hard-hitting reality that highlights the under-representation and disparity in STEM caused by deep-rooted social norms, stigma, discrimination, and biases against women. Cactus is determined, as the voice of science and technology, to amplify the stories of these under-represented heroes who made an unforgettable contribution to the science and technology space, leaving a legacy for many to follow but not receiving their due credit.

    Cactus CEO and co-founder Abhishek Goel said, “Women have always played a key role in where we see science and technology today. However, very few can name these trailblazers, which is tragic. We at CACTUS, feel responsible for bringing the stories of these women to spotlight through our #WomenWhoChangedTheWorld campaign.”

    A key creator for the campaign, Cactus creative director Saurabh Doke said, “Women have historically played a key role in the advancement of science and technology that has been long overlooked. This campaign is a tribute to all the unsung heroes who have not only contributed to but also defined the world we live in today. This heartwarming and thought-provoking campaign recognises the significant role women have played and advocates that we celebrate them throughout the year and not just on one day. Cactus aims to spread the much-needed awareness of women’s contributions to the world of science and technology and relay valuable information about them through this campaign.”

  • Republic Media celebrates ‘Green’ International Women’s Day

    Republic Media celebrates ‘Green’ International Women’s Day

    Mumbai: On International Women’s Day, Republic Media Network celebrated the women within its family and across the world. As a gesture of appreciation and as a symbol of commitment to women empowerment, the broadcaster takes the pledge to save, seed, and protect our shared future by protecting the environment.

    Republic marked a truly ‘Green’ International Women’s Day with the women force, who are proudly at the core of the network, celebrating the special day by taking the pledge together to nurture plants and protect our future.

    Commenting on the initiative, Republic Media Network vice president and head – human resources Honey Kaur said, “Women are at the core of Republic Media Network. The women force of this Network are the drivers of the vision that we are all working towards. I am truly blessed and proud to be a part of such an energetic, ambitious, and passionate organisation that is led by powerful women in department after department. The future of our country and Republic will be shouldered by our unstoppable women force.”

    “As an organisation that has pledged to always put Nation First, it is only fitting that on the day that we celebrate the strength and unmatched contribution of our women force, we also do our bit to pledge for the betterment of the future of our great country. That is exactly the thought behind a Green International Women’s Day at Republic,” Kaur added.

    Indian women are the biggest asset to the country’s workforce and one that leads the charge for India’s future. Making unstoppable strides, Indian women are the backbone of the workforce globally. Their achievements, discipline, work ethic, innovation, resolve, and unmatched performance have made Indian women ultimate examples of strong leadership in sector-after-sector.

    With climate change and shrinking green belts, the onus is on us to protect the world we together build. It is with this intent that Republic Media Network will take the pledge this Women’s Day to save, seed, and protect plant life. Flora and fauna form the foundation of the ecosystem of our planet and there is no better day to pledge to protect it than a day marked to celebrate Women, who form the foundation of the ecosystem of our society. It is with this multi-pronged commitment in mind, that Republic Media Network gifted all women employees of the organisation potted plants.

    “Advice from a little sapling: Be bold, be brave, never fear growth. Rise, shine, and spread your seeds of happiness as far as you can. To all the ladies of the Republic Media Network, we thank you for your service, and for reminding us that together, women can achieve anything. At Republic Media Network, we are not empowering women, we are empowered by women,” said Republic Media Network group COO Hersh Bhandari.

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  • Guest column: The changing face of women empowerment, reflected in Women’s Day campaigns

    Guest column: The changing face of women empowerment, reflected in Women’s Day campaigns

    NEW DELHI: In a world that is increasing being polarised with ideologies, caste, creed, class and gender radicalisation, while also expanding on progressive ideas of gender inclusivity, no-gender binary identities and enhancing gender equity in corporate and social settings, we sure live in a dynamic world, where the term International Women's day, has renewed meaning. And even as we work towards rebuilding a resilient workforce and stronger economics in the new normal, the changing face of women empowerment, is a brave testimonial to their ever increasing role in the modern world. And aptly so, the theme for this year’s women’s day, as set by the UN, is focusing on ‘Women in leadership: Achieving an equal future in a Covid2019 world’.

    Indeed, women and girls worldwide have donned the cape and took on pioneering roles to help the world cope with the crisis. From frontline workers, care givers, nurturers and home makers to new age media influencers, social entrepreneurs, environmental activists, business and wealth consultants to even women in politics, have all made their presence felt and voice heard, as organisations and leaders around the world, turn to their diversified workforces to gain insightful solutions and ideas to tackle the challenges thrown at us by the global pandemic.

    Indeed the Pride and Prejudice universe of Jane Austen has long passed, and the modern woman today wants much more than to marry and elevate her social status.

     The 21st-century woman is smart, efficient, and ambitious, looking to conquer the world, with her strength, belief and resilience. She seeks her meaning and value not just by playing the stereotypical roles, rather by breaking free from them.

    Modern brand campaigns and advertisements around women: A reflection of changing times

    A great way to chart the changing perspective around Women's Day and women's role at large is through the branded advertisement campaigns. Ads are a true reflection of the common beliefs and aspirations of a society, and are often created to appeal to the imagination of the larger section of the population.

    Looking back to just a few decades ago, the Women's Day celebrations in India were more meek and stereotypical. The number of ads launched around the day could be counted on your fingertips. Even then, they were limited to a few women's brands doing a lazy, stereotypical campaign, almost as if out of obligation.

    Popular narratives showcased the meek housewife focusing on managing the responsibilities of managing a house, raising children and nurturing the seniors, with a never complaining, perpetual smile! The entire movement, concentrated around the 8th of March, was just a reminder for the rest of the society to appreciate the modern super woman!

    Brand campaigns through ‘80s and ‘90s:

    Let's take a look at old campaigns of the popular Nirma washing Powder. It was always the first choice of Hema, Rekha, Jaya and Sushma, who were busy with household chores like washing clothes. An old Tata Salt campaign shows a woman trying to make pizza for her family at her conservative home. For Santoor in the 80s, the beauty soap user was a docile, homebody housewife.

    In each case, the family seems to be a priority for the woman.

    Products like cooking salt, washing powder were always considered a woman's product, which is a controversial debate in itself.

    In stark contrast stands the carefree, bubbly "new woman" showcased by Liril in the 90s, who is not afraid to bathe, sing and dance openly under a waterfall. We all saw a stunning Sonali Bendre for Nirma Soap in the 90s travelling the world alone.

    However, she is still accompanied by a male chaperon – although unconventional, and therefore not completely alone. So dependency on men, respecting boundaries, and abiding to the celebrated feminine notions of innocence and beauty, continued to be the common themes throughout the 90s.

    What has changed?

    With the dawn of the new century, Women's Day has managed to create a greater social-cultural-economical relevance, as women found their places and voices in corporate and social leadership. Post 2010, we have seen a lot of growth in women's portrayal in mainstream media, which was not limited to stereotypical campaigns or around Women’s Day or Mother’s Day, with brands adopting stronger and impactful narratives that are also stories of empowerment and change.

    The new women of the Ads Now:

    Needless to say, almost all major brands today launch a well-thought campaign centered around Women's Day. In fact, many brands do not limit their celebration to a single day alone. Ad campaigns focused on women keep coming up all year round. Some of the noteworthy ones:

    The 21st-century woman of Santoor is a beauty with brains and a mother, conquering her workspace proudly. Nirma's iconic four women have now stepped up to push an ambulance out of the mud when nobody would volunteer for the difficult, physically arduous task.

    Titan Raga appealed to make a positive change in how we look at a woman's success. Prega News has time and again highlighted myriad women's issues like postpartum depression and, in 2021, infertility, which has attempted to change the narrative around the very defining aspect that ‘completes’ a woman – motherhood!

    Usha has also spoken up for women's equality in households on Women's Day campaigns. Parachute Body lotion is building narratives around women's freedom of choice around clothing, and appreciating herself and other women.

    Body positive brands such as "All"- the plus-size apparel store by Future Lifestyle has launched campaigns that encourage women to be unapologetically sassy and confident, irrespective of their size.

    Lotte Choco Pie's "Pause to Celebrate" also initiates serious conversations around the area of women's need to pause, rest and relax.

    The most recently, the Dove Ad campaign questions the age-old understanding of "beauty standards" through the lens of a stereotypical arranged marriage setting where women continue to be questioned/ scrutinized and criticized for some of the basic aspects of their natural appearance, thereby suffer being objectified.

    A future of equality

    Log into the most popular search engine today- Google, and you are going to be welcomed with a campaign again- "The First Of Many: Women's History Month, 2021."

    Indeed Women's Day campaigns have evolved to sometimes reflect and at other times, drive the change, towards a progressive, more positive society. Today the “she” is no more vilified for having ambitions or dressing or speaking in a certain way.

    Today, the “she” defies gender norms, breaking boundaries and winning in fields traditionally dominated by men. Women's issues like the pay gap, gender bias at workplace, presence in leadership roles and at board meetings, lack of menstrual leave, etc, continue to drive the progressive movement towards gender equality, along with gender neutral and inclusive work policies, and shattering away gender binary stereotypes. From ignorance to glorification to finally an acknowledgement- indeed, women's day campaigns have come a long way!

    (The author is co-founder, Scenic Communication. The views expressed are her own and Indiantelevision.com may not subscribe to them.)