On the occasion of International Women’s Day, brands in the categories ranging from airlines, to fashion apparels, network providers and watch makers, have come out with special campaigns and initiatives to celebrate womanhood.
Titan Raga, which has always supported women-centric issues, this time around has come out with a campaign which talks about gender bias at work. Air India has announced its longest flight which will be operated by an all-women crew from New Delhi to San Francisco to celebrate feminine power. Fashion e-commerce brands like Jabong, Myntra, and network providers like Vodafone India are also running contests on Twitter to celebrate the day.
Following are few examples of brands and their campaigns on International Women’s Day.
On 6th March, Air India announced that its flight from New Delhi to San Francisco will be operated by an all-women crew. Air India also ran newspaper ads on Sunday claiming that it would operate 22 flights with all-women crews on March 8 to celebrate Women’s Day.
Titan Raga, which in the past has come out with campaigns supporting women empowerment, has come out with a new campaign titled ‘BreakTheBias’, which has been conceptualized by Ogilvy & Mather and highlights the issue of gender bias at work. The film leaves the audience with a very powerful message - ‘'Change the way you look at a woman's success. She is unstoppable now.'
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Tata Housing and State Bank of India have joined hands on the occasion of International Women’s Day. According to reports, Tata Housing will allow its women customers to pay only 20% of the agreement value while the balance can be paid on taking possession of the property. On its part, SBI will be offering home loans to its women customers at a special interest rate of 9.5% per annum under the ‘SBI Her Ghar scheme’ as part of the International Women's Day, which will be celebrated between March 8 and March 13.
On the occasion of Women’s Day, Vodafone India is running a special offer by inviting women to any of the stores and avail their favourite Value Added Service free for a month. On Twitter, they have been promoting it with the hashtag #PowerToWomen.
In order to promote Moto India’s new phone MotoX Force, the brand has been engaging with the audience on Twitter with the hashtag #IAmShatterproof. They have invited women to share their story and show the world their #IAmShatterproof spirit. On social media, they have started sharing inspirational stories of wrestler Divya Sain, comedian Neeti Palta and boxer Sarita Devi to showcase the indomitable spirit of women.
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Fashion e-commerce portal Myntra is engaging with the audience through a Twitter contest inviting women to participate in a Style Challenge contest, where they can post their pictures by breaking fashion stereotypes to win a hamper full of exclusive merchandise.
Lifestyle is rolling out a social media contest titled #MyBestMe on Women’s Day at 11am. In the form of gratifications, the brand is offering free dresses, footwear and handbags.
Jabong has been running a contest on Twitter titled ‘Jabong Womens Day’ which has a series of questions which one can unlock after retweeting.
On the occasion of Women’s Day, Arrow launched a new campaign titled ‘Be Bold. Be Anything’ with the intension of highlighting women who aren’t just chasing their dreams but are also following unconventional career paths which are typically owned by men. The idea of this campaign is to give these women a platform and let the world know that times are changing.
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RedPolka, an online fashion discovery portal has launched its first-ever marketing campaign to celebrate womanhood. The campaign titled ‘The Chosen One’ celebrates women and their achievements. According to Vishakha Singh, Founder, Red Polka, “The genesis of Red Polka is to enable amazing designers’ businesses and this campaign is dedicated to celebrate the chosen one.” Rolled out with an outdoor presence at prominent locations in Mumbai, the campaign will also be activated on digital platforms like Facebook and Instagram.