Vivel launches #AbSamjhautaNahin to knock down gender stereotypes

ITC’s leading personal care brand Vivel in line with the philosophy of Ab Samjhauta Nahin has collaborated with renowned satirist Kunal Kamra to present 'Say It Right' video to help change non-compliments to a genuine compliment at work

by exchange4media Staff
Published - Dec 5, 2017 2:23 PM Updated: Dec 5, 2017 2:23 PM

For a prosperous society, women should hold equal rights and a voice which is relentless and inspirational. At the workplace while accomplishments are celebrated, compliments specifically for women are often rooted in gender and stereotypes. Compliments specifically for women often are borne out of the time-worn mindsets that stereotype and impede their lifestyle choices. Despite their achievements, they continue to be seen as women first and not as someone who has achieved success due to their sheer hard work and persistent efforts.

Vivel not only celebrates a woman's power, but also actively stands for her right to an equal life. ITC’s leading personal care brand Vivel in line with the philosophy of Ab Samjhauta Nahin has collaborated with renowned satirist Kunal Kamra to present 'Say It Right' video to help change non-compliments to a genuine compliment at work!




 Vivel #AbSamjhautaNahin is trying to create an environment where there are only genuine compliments that infuse confidence, compliments that are free of any gender-biased thoughts and appreciate and praise the efforts of a woman.

Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC said, “Compliments and appreciation are powerful motivators. But we need to ‘Say It Right’. This creates a collaborative environment which fosters gender equality at the workplace. This video from Vivel’s #AbSamjhautaNahin campaign is thought provoking and provides perspective on how women would like to be complimented at work.” 

 Kunal Kamra added, "It was so much fun shooting this, all the women in video got their individual perspective on the idea. They weren't asked to follow a script at all I just asked them a question and heard them out. Even if a few people get the nuance of how to compliment a fellow colleague at work it's a job well done by ITC VIVEL. #AbSamjhautaNahin".

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