Women’s Day: brands salute spirit and courage

As International Women’s Day approaches, several brands have extended their support for the cause of women’s empowerment, highlighting their contributions through thoughtful campaigns. While some of them represent creative excellence, some make concrete efforts to contribute to some important causes that matter. Here’s how the brand world is getting ready to celebrate International Women’s Day 2022 on March 8, 2022.

BIBA #ManyShadesOneMe

BIBA’s #ManyShadesOneMe campaign calls on women to talk about the roles they play in their lives – whether it’s a daughter, sister, mother or wife, who will become a mentor, guide, friend, philosopher, healer and someone who guides their children, family and colleagues. The brand also offers opportunities for women to train in courses such as English, Instagram Marketing, Facebook Marketing, Photography, Music, Amazon Home Business, Photoshop for Beginners, Life Coaching and Web Design. .


Candere ‘She #CanDare with Aadya #Candere’

To mark International Women’s Day, Candere launched a lovely collection of pearls, rose gold and diamonds called Aadya. The collection was specifically designed to celebrate women of all ages with customizable offerings to suit their tastes. According to the brand, the pearl symbolizes the woman in different hues while the diamonds denote the sparkle she adds to the people in her life.

Edelweiss Mutual Fund ‘#BreakTheBias’

Edelweiss Mutual Fund has launched a digital film that highlights the barriers to prejudice that start in all of us and how we can take action to break them down. The film inspires women to make a commitment that they will rise above these prejudices and become free. At different stages of life, women themselves doubt their capacity and commitment. Many women, unsurprisingly, lose self-esteem and confidence in their careers. To break down this barrier, women must first break down their mental barriers.

Hershey India ‘HERSHE’

On this International Women’s Day, The Hershey Company introduced its award-winning #HerSHE campaign to India, which premiered in Brazil in 2020. The brand collaborated with six accomplishing women whose accomplishments were custom-illustrated on the bars HERSHEY’S signature chocolate bars. As a first step towards unveiling the campaign, Hershey India released a celebratory rap song by Native American rapper Raja Kumari and Indian musician Meba Ofilia.

This year, the brand is leaning more heavily on technology to create an online community to curate and showcase inspiring women’s stories and connect to offline channels via a QR code on the packaging.

Kalyan Jewelers ‘#IAmMoreThanEnough’

Kalyan Jewelers’ #IAmMoreThanEnough’ campaign aims to communicate that today’s modern Indian woman is smart enough to recognize that being stigmatized as ‘too much’ is just society’s way of trying to to hold onto. She defies social narratives and societal constructs to boldly claim her place in the world, while embracing her individuality and unique sense of style. The #IAmMoreThanEnough campaign is created around the theme #BreakTheBias of International Women’s Day 2022.

Prega News ‘#SheCanCarryBoth’

#SheCanCarryBoth portrays the true spirit of women who can take on multiple roles without feeling the slightest qualm. The video film captures women’s insecurities with the depiction of three starkly different personalities. One has happily entered the phase of motherhood, the other is very skeptical about career options as a model after her pregnancy, while there is another ambitious woman confused about the concept of motherhood to fly high in his career. Prega news, with the campaign, intends to break the stereotypical inhibitions that arise in the mind of every woman and dispel their doubt that having a child can put an end to their career.

Purple ‘Contribution to Victims of Sexual Assault’

During Purplle Women’s Week from March 5 to 11, 2022, the brand will donate 5% of the proceeds of the sale to Majlis and PARI (People against rapes in India). The funds will be used to provide support to survivors with psychological counselling, education to eradicate victim stigma, legal support and training, and enable empowerment through meaningful support. The brand has teamed up with actress Yami Gautam to support the cause.


redBus ‘Here for her’

redBus ‘Here for her’ is launched as a tribute to women who are increasingly embracing road travel, with the aim of offering them a more hygienic and safer option when using the restroom restrooms during journeys. As part of this campaign, redBus representatives will distribute free hygiene kits for female travelers at the main bus boarding points and even explain their use to those who do not know these products. redBus has partnered with Pee Buddy, a local FemTech startup, seeking to break the stigma around feminine intimate hygiene, for this initiative. As a pilot project, redBus is setting up kiosks at major bus stations in Bengaluru and Pune between March 6-8 to facilitate the distribution of around 10,000 kits to its female passengers and then expand to other regions later.

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Mara R. Wilmoth