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Tag: Women’s Day

  • Today Group bets big on ‘Happiness Month’ to build brand IP

    Today Group bets big on ‘Happiness Month’ to build brand IP

    MUMBAI: Today group has launched its ‘Happiness Month’, not just a promotional wheeze, but a full-blown attempt to forge a brand IP, it claims. Think of it as a strategic play, a bit like a well-timed shot, designed to lock in customer loyalty and make channel partners feel good. It’s aiming for a ‘Happiness First’ mantra.

    March, that crucial sales window, sees Today Group showering potential customers  with gifts that would make a sultan blush. We’re talking whitegoods, gold coins (always a winner), motorbikes, the obligatory luxury cars, and, for the truly lucky few, international holidays. It’s less a sales drive, more a full-on giveaway.

    But it’s not all about the buyers. The troops – read: employees – are getting a look-in too. Awards, incentives, and ‘happiness letters’ to the families – a touch of the sentimental, perhaps, but effective. The company has even thrown in a Women’s Day movie screening (one hopes the popcorn was top-notch) and a sports day to get everyone’s competitive juices flowing. Staff are encouraged to share their ‘happy moments,’ which could be a delightful exercise in team building, or a cunning way to harvest content for their social media.

    Bhavesh Shah, joint managing director, insists they’re transforming homebuying from a “mere transaction” into a “joyful milestone.” Quite right. No one wants a dreary house purchase; they want a ruddy good show.

    The campaign’s visibility is being cranked up with out-of-home ads, print splashes, and radio bombardment. Today group is aiming for a “memorable home-buying experience,” which, in marketing speak, means “spend your hard-earned cash here, and we’ll make you feel like a million quid.” And in this cut-throat market, a bit of theatricality is hardly a crime.

  • Frido challenges comfort norms Women’s right to live on their terms

    Frido challenges comfort norms Women’s right to live on their terms

    MUMBAI: This Women’s Day, Frido is challenging the traditional notion of comfort with its bold campaign, ‘Her Terms and Comfort’. Designed to encourage women to prioritise themselves unapologetically, the campaign highlights the right to live without compromise, both at home and in public spaces.

    Frido’s exclusive comfort edition packaging for the occasion has turned into a platform for self-expression. Each package features a dedicated space where women can write what freedom means to them, with a pen included to bring their thoughts to life. Women from all walks of life, including students, professionals, and senior citizens, shared their reflections in a variety of languages including Hindi, Marathi, and English.

    For many, freedom was embodied in diverse ways—from running and feeling the wind on their face, to dancing without inhibition, reading in peace, or enjoying the solitude of solo travel. The messages spoke to a deeper truth: comfort is not just physical, but about living unapologetically and on one’s own terms.

    The campaign extends beyond product packaging, with on-ground activations in Pune, Mumbai, and Delhi. Interactive boards in libraries, cafes, and hostels allowed women to share their thoughts in everyday spaces. The conversation continues online through the hashtag Hertermsandcomfort, where women including influencers, entrepreneurs, and changemakers share their personal stories and views on what freedom and comfort mean to them.

    Frido co-founder & CEO Ganesh Sonawane stated, “Women lead with strength and resilience in all areas of life. Her Terms and Comfort is about celebrating their right to choose comfort for themselves. It’s not a luxury; it’s a necessity.”

    Co-founder & COO Arif Khan stated, “At Frido, we design products that ease everyday movement. But true comfort goes beyond physical relief it’s about choice, confidence, and the freedom to live without compromise. This Women’s Day, we’re not just offering products; we’re sparking a conversation that we hope inspires lasting change.”

    Frido’s campaign is more than just a product promotion it’s a statement. It reminds women that comfort is a right, not a privilege, and encourages them to live and express themselves freely, without compromise.

  • Zing’s Women’s Day campaign ‘Empower Not Embarrass’ takes a stand against online trolling

    Zing’s Women’s Day campaign ‘Empower Not Embarrass’ takes a stand against online trolling

    Mumbai: In a bid to counter rampant online harassment against women, Zing, the popular youth entertainment channel, launched its impactful Women’s Day campaign, ‘#EmpowerNotEmbarrass’. The campaign went beyond the mere celebration of women’s achievements; it challenged the status quo and advocated for a shift in people’s behaviour online. Zing firmly opposed the culture of trolling and negativity while iterating the importance of fostering a digital sphere free from harassment and abuse.

    The #EmpowerNotEmbarrass campaign shed light on the harsh reality of how every eight out of ten women faced online harassment, often in the form of abuse, malicious gossip, trolling, and even threats of violence. The data paints a grim picture, as women face three times more abuse than men with cities like Mumbai, Delhi, and Hyderabad reporting particularly high occurrences. As per surveys in 2023, nearly 83 per cent of those surveyed believed more actions needed to be taken to make it safer for women to use the internet. It is also observed that regardless of their profession or content style, women face trolling. It’s not just limited to dance reels or entertainment; it affects all forms of content creation. Through this campaign, Zing endeavoured to initiate a positive transformation within society.

    Zing has always advocated and supported a positive space for women, whether through its flagship show Pyaar Tune Kya Kiya, or the recently launched Snaackz video series featuring three up-and-coming content creators. For this Women’s Day, Zing rolled out a captivating video featuring women from different walks of life following their passion and expressing themselves, only to be met with comments of ridicule and hate. The video concluded with a resounding message, empowering women, and commemorating Women’s Day with the ethos of Empower Not Embarrass. Additionally, Zing also asked its viewers on-air to pledge support through a vignette, by trolling the trollers with love and to comment using the hashtag #EmpowerNotEmbarrass to make a difference. The videos successfully resonated with the masses and garnered over 1.1M video plays, 935K reach across platforms. It also received 30% higher engagement as compared to other posts on Zing.

    Talking about the campaign, Zing chief channel officer Pankaj Balhara said, “This Women’s Day, we at Zing made a strong stand against online trolling directed towards women with the #EmpowerNotEmbarrass campaign. There are enough and more studies online on the current reality of trolling, Zing is trying to bring about a positive change in society through this initiative. We seek to educate society and convey the message, that the power to change lies within, they can make a difference and act towards this change.”

    “The idea is to reduce the impact through positive comments, by doing so we can dilute the negativity on the timelines of women. To celebrate Women’s Day, we asked our viewers and followers to support the #EmpowerNotEmbarrass movement to build a future where women are celebrated and respected both online and offline,” he further added.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Zing! (@zingtv)

     

  • Realatte builds a path-breaking narrative on Women’s Day

    Realatte builds a path-breaking narrative on Women’s Day

    Mumbai: Realatte, demonstrating a remarkable 15-year track record in real estate digital marketing, has established itself as a trusted partner for over 300 developers. From a humble team of 10, Realatte has matured into a thriving agency with over 350 digital marketing professionals. Realatte’s global reach extends beyond India, with operations in the UAE and the UK.

    If you are mindlessly scrolling through the typical ads that are out every year for Women’s Day, it’s time to hit a pause. Because Realatte adds a fresh touch to this occasion this year. Brand campaigns on the 8 March are usually heavily driven by messages about support‘ing’ women, encourag‘ing’ them and appreciat‘ing’ them for their contributions in our professional and personal lives. However, Realatte champions for something bigger, better and beyond your imagination. Striving to change the perspective towards women, their Women’s Day ad film asks viewers to stop celebrating Women’s Day empowerment this year onwards. If you’re taken aback for a second, then the film has got you covered, rest assured. The ad film is already garnering exemplary attention and remarkable appreciation from the real estate fraternity.

    Realatte’s film is an ode to the leading ladies from real estate – an industry that has been considered highly male-dominated for many generations now. Covering the journeys of women achievers from diverse real estate backgrounds, you are driven towards knowing more about the lives of women architects, female real estate influencers, women home buyers, women real estate brokers, and female builders.

    “While we sat to brainstorm for Women’s Day, we ended up witnessing countless ads and campaigns by other brands, most of them talking about how we are continu‘ing’ to empower women and that there’s still a long way to go.  What we found from our keen observations then became the insight for our 2024 campaign and we are calling it the ‘EMPOWER‘ED’ Women of Real Estate. And that’s why we went ahead to make a strong statement, thereby setting a new norm for Women’s Day celebrations in the years to come,” shared Realatte director and co-founder Rahul Goyal.

    Realatte, co-founded by Mayank Vora, Nirav Gosalia, Harish Patel, Rahul Goyal, and Rohan Shah, has consistently spearheaded digital marketing strategies through collaborations with major players in the real estate sector such as DLF, Hiranandani, The Wadhwa Group, Godrej Properties, Sunteck Realty, Runwal, Rustomjee, Brigade Group, and more. The other verticals of the consortium includes Logicloop Tech, a technology services company, Logicloop Digital, a comprehensive digital marketing agency, and Jucy Gifts, specializing in corporate gifting.

  • Mobikasa honored female employees with special women’s day celebration

    Mobikasa honored female employees with special women’s day celebration

    Mumbai: Mobikasa, a top-rated e-commerce web and app development company, celebrated Women’s Day on 8 March 2024. This dedicated event aimed to honor the exceptional contributions of women in the workplace. In a gesture of appreciation and commitment to fostering an inclusive environment, Mobikasa hosted a “Women’s Self-Care Day” exclusively for female employees.

    Held at the office in New Delhi, this event promised to be a rejuvenating and empowering experience for all attendees. It served as a heartfelt acknowledgment of the dedication, talent, and resilience exhibited by the female team members daily.

    Women’s Self-Care Day offered female employees a well-deserved opportunity to unwind and indulge in self-care amidst their busy schedules. Skilled nail technicians were available to provide personalized pampering experiences that catered to individual preferences, whether it be a relaxing mani-pedi or an elegant design on nails.

    Emphasizing the significance of celebrating women’s achievements beyond just Women’s Day, Mobikasa managing partner Prateek Sachdev stated “Our female employees play an important part in driving innovation, fostering collaboration, and shaping our organizational culture. This event is a token of our gratitude for their invaluable contributions.”

    To ensure inclusivity, Mobikasa encouraged all its female employees to reserve their preferred time slots. This proactive approach aimed to accommodate everyone, ensuring a seamless and enjoyable experience for all participants.

    Mobikasa remains steadfast in its commitment to cultivating a workplace where every individual feels valued, respected, and empowered to thrive. This Women’s Day, let us unite in celebrating the achievements of women worldwide and continue our journey towards a more inclusive and equitable future.

  • CashKaro launches ThinkWomen campaign

    CashKaro launches ThinkWomen campaign

    Mumbai: As International Women’s Day draws near, CashKaro announced its landmark campaign, “ThinkWomen”, dedicated to recognising and honouring the impactful leadership roles of female founders. Slated to go live on 8 March 2024, CashKaro’s “ThinkWomen” campaign encourages brands to participate by changing their profile pictures to an image of their female founder, for the day. The initiative stands for a powerful tribute, highlighting the resilience, and brilliance of women leaders championing India’s journey towards a more inclusive and diverse business landscape.

    This campaign uses a powerful story to show how Indian businesses are changing. It highlights the growing number of women leaders, shattering the image of a male-dominated world. By showcasing this rise in female power, the campaign emphasises the strong voices women now have in shaping the future of India’s business landscape.

    Commenting on this initiative, CashKaro & EarnKaro co-founder Swati Bhargava said, “International Women’s Day marks a celebration of women’s competence and achievements across diverse realms. Our ThinkWomen campaign is not just a tribute but a rallying call to empower women in all aspects of life. Their multifaceted qualities, unwavering determination, commitment, and pursuit of excellence equip them as effective decision-makers, including in entrepreneurship. This initiative celebrates the extraordinary potential of women and aims to inspire more ladies to embrace leadership roles confidently.”

    CashKaro has extended an invitation to prominent brands such as Nykaa, SUGAR Cosmetics, Mamaearth, Kiro Beauty, and VLCC, all of which enjoy the leadership of eminent businesswomen, to participate in this exciting initiative. The aim is for some of the country’s most outstanding brands to collectively recognize the indispensable role of women in the booming startup ecosystem and beyond. Through this campaign, CashKaro urges the business community to collectively honour the contributions of women leaders, in shaping the future of our entrepreneurial and economic landscapes.

    The campaign has been launched across the brand’s social media properties including Instagram, Twitter, and YouTube handles.

    Facebook:https://fb.watch/qE0ApXWkGi/

    Linkedin: https://www.linkedin.com/feed/update/urn:li:ugcPost:7171054738396884993/

    Twitter: https://twitter.com/Cashkarocom/status/1765310379331092632

    Instagram: https://www.instagram.com/reel/C4K8n0tLgOl/?hl=en

    Youtube: https://youtu.be/d95EZweRlok 

  • Decathlon India’s ‘Play Your Own Way’ campaign inspires women in sports

    Decathlon India’s ‘Play Your Own Way’ campaign inspires women in sports

    Mumbai: As the world prepares to celebrate International Women’s Day, Decathlon India is set to introduce the 2.0 edition of the ‘Play Your Own Way’ campaign, promoting inclusivity and empowerment for women of all ages, backgrounds, and sizes. The campaign celebrates each woman’s unique journey towards a healthier and happier lifestyle, whether it is taking up a new sport, setting fitness objectives, or simply enjoying the freedom of movement.

    Through a series of engaging events and activities, Decathlon India aims to encourage 50,000 women across the country to discover the joy of an active lifestyle and the sense of empowerment that comes with it.

    ●    Various citywide events include Women’s Day runs, exclusive women’s cycling, fitness activities, Zumba, and badminton across Mumbai, Bengaluru, and Delhi.

    ●    Additionally, interactive challenges are being organized in major stores across India, providing something for all women to step out of their houses, enjoy, and participate in.

    ●    The campaign comes to life through a captivating video by Decathlon, showcasing women defying expectations and embracing their individuality through sports.

    •        This video serves as a call to action, emphasizing that sports are not about conforming, but about celebrating your unique journey and defining your own success.
    •        It aims to ignite a spark in viewers, urging them to break free from stereotypes and experience life on their own terms.

    ●    Additionally, the brand proudly features testimonials from its eminent women teammates across India in the form of a vox-pop video, exemplifying Decathlon’s belief that change begins from within.

    ●    Decathlon also launched an ad audio challenge for everyone to participate in during the women’s day week:

    ●    Through this campaign, Decathlon also invites women to work with them and join their team #HERoesofDecathlon

    Decathlon empowers women in sports with a diverse range of products, including swimwear tailored for all sizes and versatile cardio athleisure wear. Whether it’s running shoes for optimal performance, surfing swimwear for water enthusiasts, or durable hiking gear, Decathlon ensures women have access to high-quality tools, fostering inclusivity and excellence.

    “At Decathlon India, we are committed to nurturing a culture of inclusivity and empowerment, where every individual, regardless of gender, feels valued and supported in their pursuit of an active lifestyle. The ‘Play Your Own Way’ campaign is not just a celebration of women in sports; it is a testament to our unwavering belief in the transformative power of sports to uplift and inspire. Through this campaign, we aim to challenge stereotypes, break down barriers, and create a more inclusive environment where women feel empowered to define their own paths to success,” said Decathlon India country people leader Piyush Khattar.

  • Rolls-Royce’s new video campaign spotlights gender bias in education among underserved communities

    Rolls-Royce’s new video campaign spotlights gender bias in education among underserved communities

    Mumbai: Rolls-Royce has launched a social awareness campaign for girl child education based on insights from its Unnati Wings4her programme.

    The first video in the campaign is titled ‘Silent Dreams’, and highlights the contrast between children in privileged homes versus those from less privileged backgrounds, where societal bias forces them to suppress their dreams. This is based on insights from our Unnati ‘Wings4Her’ initiative where we work closely with girls in high school and provide parental counselling (amongst other support) to ensure families support their daughters’ aspirations.

    This was conceptualised, scripted and produced in-house with Rolls-Royce employees and their families enacting roles to being alive the social bias that deters thousands of girls from pursuing their dreams.

    Please do watch the first video in the campaign series launched today on our LinkedIn

    https://www.linkedin.com/feed/update/urn:li:ugcPost:7171766111439450113/

  • Sony Entertainment Television and Sony SAB champion their strong female protagonists this women’s day

    Sony Entertainment Television and Sony SAB champion their strong female protagonists this women’s day

    Mumbai: Sony SAB and Sony Entertainment Television have built a strong reputation within the Indian television industry with storytelling that empowers their female protagonists driven by an inherent belief in the dignity and potential of the Indian woman. The channels have also created an environment demonstrating the kind of respect women deserve, as each character from their shows acknowledge their own needs and wants while working for a larger purpose in society or their family. For example, Mauli from Mehndi Wala Ghar’s goal is to bring her family together despite their differences, to Nandini from Kuch Reet Jagat Ki Aisi Hai who is strongly entrenched in traditions yet stands up against the disease of dowry. Similarly, there are other characters such as Yuvika from Vanshaj who has the courage to fight for justice, and Pushpa from Pushpa Impossible, who despite having been deprived of education in her childhood completes it as an adult and goes on to become a mahila adhyaksh.

    This Women’s Day the channels are coming together to encourage women to follow their heart and not keep their needs and dream aside, stemming from an insight that most Indian women are very involved with their family’s need and desires and feel guilty addressing their own. Launching an impactful film titled ‘Khud Ki Suno Khud Ko Chuno’ that shatters the mould, the channels are empowering women to prioritise their own well-being.

    The promo spotlights inspiring female leads from renowned shows across Sony SAB and Sony Entertainment Television and its creative expression uses the fact that women are so alert at listening to the noises around them keeping them alert to the needs of their home and families. Through the narrative pointing out to this fact and encouraging them to listen to their own heart is the powerhouse line-up of women from fiction and non-fiction shows across both channels. 
    Comments:

    Sony Entertainment Television and Sony SAB business head, Neeraj Vyas

    “At Sony, we believe entertainment can be empowering. Our stories mirror real-life challenges, celebrating the strength and resilience women encounter in their daily lives. Our powerful female leads ignite a fire, inspiring women to embrace their agency and pursue happiness. This Women’s Day, through ‘KhudKiSunoKhudKoChuno,’ we want to encourage women to prioritize themselves as television, with its vast reach and mass appeal stands as the one of the most potent and impactful mediums of communication and our characters serve as effective catalysts for highlighting the importance of self-care among women. So, on this Women’s Day, we’re going all out to remind women that their happiness really matters!”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Sony SAB (@sonysab)

     

  • Harnessing heels: A day in the life of women marketers

    Harnessing heels: A day in the life of women marketers

    Mumbai: As we know, the marketing field is one of the toughest fields to work in, but it is also the most important part of setting up any kind of business. Earlier, this field was entirely dependent on man’s perspective, thinking, and ideas. But now, things have changed. A study indicates that 21 per cent of women choose their careers in marketing, whereas only 16 per cent of men opt for marketing as a career field. This notable participation of women can be attributed to increased awareness and equality within the marketing industry.

    Do you remember earlier when our grandmothers used to tell us stories, and somewhere we found the best storytellers? Good marketing needs a good storyteller. This is where women have made their place in the marketing field in no time, launching different perspectives, ideas, and unique campaigns. It clearly describes that women can do whatever they decide to.

    In the bustling world of marketing, where creativity meets strategy, women are making significant strides. From crafting compelling campaigns to analyzing market trends, female marketers play a pivotal role in driving brand success. However, their journey is often marked by unique challenges and experiences, encapsulating a blend of professionalism, resilience, and style. Let’s delve into a day in the life of women marketers, where they harness not only their skills but also their heels.

    1.    Diverse responsibilities: A woman marketer’s day usually begins with a flurry of activities. From brainstorming sessions to client meetings, they juggle diverse responsibilities with finesse. Whether it’s crafting engaging social media content or fine-tuning a brand’s messaging, women marketers navigate through multitasking effortlessly.

    2.    Adaptability: In the dynamic landscape of marketing, adaptability is key. Women marketers excel in embracing change and staying ahead of evolving trends. They important strategies, refine approaches, and seamlessly transition between projects, showcasing their ability to thrive in a fast-paced environment.

    3.    Creative visionaries: Creativity lies at the heart of marketing, and women bring a unique perspective to the table. Their innovative ideas and imaginative concepts breathe life into campaigns.. Whether it’s conceptualizing a visually stunning ad or introducing an out-of-the-box marketing strategy, women marketers are the creative visionaries driving brand narratives forward.

    4.    Leadership and collaboration: As leaders and team players, women marketers promote collaboration within their teams. They inspire and motivate their colleagues, leading by example and nurturing a culture of inclusivity and empowerment. Through effective communication and collaboration, they harness the collective talent of their team members to achieve shared goals.

    5.    Navigating challenges: Despite their undeniable talent and expertise, women marketers often encounter challenges unique to their gender. From navigating gender biases in the workplace to balancing professional commitments with personal responsibilities, they confront obstacles with resilience and determination.

    6.    Professionalism and style: While excelling in their professional life, women marketers also bring their unique sense of style to the workplace. From power suits to statement accessories, they effortlessly blend professionalism with fashion, making a statement with every step they take.

    7.    Work-life integration: Achieving work-life balance is a constant pursuit for women marketers. Balancing demanding work schedules with personal commitments requires careful planning and prioritization. Yet, they seamlessly integrate their professional and personal lives, finding moments of joy and fulfillment.

    8.    Continuous learning and growth: In a rapidly changing industry, women marketers are committed to continuous learning and professional growth. They seek out opportunities for skill development, attending workshops, conferences, and online courses to stay aware about the latest trends and technologies.

    9.    Mentorship and advocacy: Women marketers understand the importance of mentorship and advocacy in promoting diversity and inclusion within the industry. They mentor aspiring professionals, providing guidance and support to help them navigate their careers. Also, they advocate for gender equality and representation, driving meaningful change within their organizations.

    10.    Celebrating successes: Among the challenges and demands of their profession, women marketers take the time to celebrate their successes. Whether it’s a successful campaign launch, a client win, or a personal milestone, they acknowledge and appreciate their achievements.

    The life of a woman marketer is a dynamic journey marked by professionalism, resilience, and style. From tackling diverse responsibilities to overcoming challenges with grace, they consolidate the spirit of innovation and creativity that defines the world of marketing. As they continue to make their mark on the industry, women marketers serve as role models, inspiring future generations to gear up their skills and talents to drive meaningful change in the world of marketing.

    Empowered women empower brands: Let’s celebrate the marketers who shape narratives, spark inspiration, and drive meaningful connections in the dynamic world of marketing. Happy Women’s Day.

    The article has been written by Media Maniacs Group founder Surabhi Trivedi.