When manufacturers shattered stereotypes, ET BrandEquity

Consultant picture (iStock)

Since its inception, Worldwide Girls’s Day has grow to be a world celebration of girls’s accomplishments and a name to motion for gender equality.

Using on the theme of ‘DigitALL’ this 12 months, manufacturers too celebrated today by portraying girls of their greatest variations, by means of their adverts.

Whereas some manufacturers known as them Superwomen, some aimed toward breaking the stereotypes and stigma of the society.

Even gamers from the supposedly ‘male dominated’ sectors like gaming, got here out with campaigns portraying girls as Pathbreakers.

Check out how manufacturers have rekindled the ladies’s day spirit this 12 months.


The world shouldn’t be new to social empowerment narratives directed at girls. The concept a girl can do something, has been interpreted as a girl should do every little thing. There’s an inside and exterior burden of potential that ladies face at the moment.

That the fashionable lady ought to fulfil her duties to herself, her household and her profession with perfection and by no means lose her stability.

That as a founder, she should crush the investor assembly, and spend money on her household and youngsters – with equal perfection. We now have turned girls into superwomen.

They’re forces of nature, with ten arms, who could be every little thing, and are current all over the place, suddenly.

Tanishq and Proficient, together with Superfly Movies have come collectively to remind everybody that earlier than she’s a superwoman, she’s human. And it’s human to wrestle, and to fail.

Watch the movie right here:

Hero Lectro

The stereotypes of Indian society aren’t any secret. On this Worldwide Girls’s Day, Hero Lectro addresses the gender stereotypes that ladies proceed to face in society.

The marketing campaign #PedalAwayFromTheBias brings to gentle the assorted stereotypes and stigma that ladies nonetheless face, while integrating parts of the model.


<p>#PedalAwayFromTheBias </p>

Kotak Normal Insurance coverage

Kotak Mahindra Normal Insurance coverage joined arms with Azad Basis to reignite its girls empowerment initiative with #DriveLikeALady.

The digital marketing campaign showcases the courageous story of Anita, who rose above many challenges, together with home violence, to grow to be a bus driver with Delhi Transport Company, supported by Azad Basis.

This initiative goals to interrupt stereotypes and have fun girls who’ve a confirmed observe document of being protected drivers.

Watch the movie right here:


The gaming business in India has historically been seen as a male bastion. Nevertheless, a number of girls are breaking down these obstacles and preconceived notions by excelling in varied roles.

Lumikai launched the #Pathbreakers digital marketing campaign to showcase 40 of probably the most trailblazing girls in India’s gaming and interactive media business.

The marketing campaign recognises the tales of girls sport designers, builders, streamers, policymakers and founders from Google, MPL, Garena, Video games 24X7, Zynga, Ubisoft, Fanclash, Gamescraft, Loco, and Nazara, amongst others, who’re shaking up the established order and leaving their mark within the business.

This challenge of the #Pathbreakers marketing campaign encompasses a highly effective montage of 9 trailblazing girls sharing messages to pave the best way and encourage extra girls to construct careers within the gaming and interactive media panorama.

Watch the movie right here:


Amazon marketing campaign known as #SheIsAmazon begins with a query that asks, ‘What does embracing fairness imply to you?’
Totally different girls from completely different departments in Amazon shared their opinion over this query.

Whereas considered one of them identified that it’s to know the distinctive wants of individuals, one other lady highlighted that it’s to recognise the truth that not everybody begins from the identical baseline.

To some, it was all about creating an atmosphere the place each lady can thrive and realise her full potential.

The marketing campaign additionally requested the ladies concerning the second they knew that they have been on the proper place.

Watch the video right here:


Croma’s marketing campaign exhibits that ladies can take management of their lives in little moments which may make an unlimited impression of their confidence.

The marketing campaign started with a girl coming residence with a purchasing bag and took out a brand new cellphone from her croma purchasing bag and out of pleasure she immediately began transferring information from her previous cellphone to the brand new cellphone, she obtained a bit held again whereas transferring the information and instantly the man along with her requested her to handover the cellphone to him so he may do this activity simply which she supposed to do it herself portraying the truth that males may do it higher and easily than girls.

In that second she recalled completely different moments in her life at completely different ages when she was requested at hand over one thing or the opposite to let males do it.

This marketing campaign confirmed that she took management of the second when she informed the man that she obtained it and may do it herself.

Watch the video right here:

Heart contemporary
Heart contemporary has launched a brand new marketing campaign #SochKaroFresh.

The marketing campaign comes with the considered altering the principles of the video games with Heart contemporary, like having a girl as a health club coach, an auto driver, a gross sales govt or a manufacturing govt.

Watch the video right here:

Good Bazaar
Good Bazaar’s marketing campaign reminds girls to stay for themselves too.

The video begins with a girl preparing whereas her husband always tries to distract her and shares his plans to take her out to dinner within the hope that she would cancel her plans along with her associates and relatively exit with him.

His spouse laughed off at her husband’s ceaseless efforts to cease her and she or he planted a kiss and bid him goodbye.
A candy reminder to take a break from a life that ladies have been residing for others, and going out to stay a bit for themselves too.

Watch the video right here:


Croma releases its Worldwide Girls’s Day digital video industrial conceptualised and executed by SoCheers, independently-led artistic digital company.

  • Printed On Mar 8, 2023 at 08:28 AM IST

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