Eastern Condiments partners with Asianet News Network's Pink Samaritan

Pink Samaritan is all set to change the landscape of security for women in the city

e4m by exchange4media Staff
Updated: Jul 14, 2017 2:55 PM

On March 15 2017, exactly a week after International Women’s Day, Asianet News Network gifted the women of Bengaluru an app with a new consciousness, of how every man and woman in the city can sign-in to the cause of protecting women in danger.

The app plays host to content on topics around women’s empowerment, success and safety and has been working behind the scenes with the Bengaluru City Police to integrate the SOS feature in the app with the City Police Suraksha App. As the first third party integration to the Police App – Pink Samaritan is all set to change the landscape of security for women in the city.

Asianet News Network is proud to announce Eastern Condiments as the partner for a series of first round activations around the app. These will include campus activations, company activations and a brand new initiative called “Pink Heroes” that celebrates men who’ve been supportive of women’s challenges either as individuals or at an institutional level.

“Eastern prides itself in being a brand that stands with and for women at home, at the workplace and in public spaces. Our corporate standards on women’s representation are industry leading, with a 50 per cent women’s workforce and we believe it is our responsibility to engage in initiatives that make a positive difference. The Pink Samaritan initiative is surely one of those,” says Firoz Meeran, Managing Director – Eastern Condiments.

“The brand alignment with Eastern’s core values is the fundamental of this relationship,” says Indusekhar Chandrasekhar, Chief Marketing Officer – Asianet News Media and Entertainment. “Into the discussions with Eastern on engagement on the initiative, it was evident that the partnership will be a win-win. We’ve had a number of partners evince interest in engaging and supporting the initiative and it is this level of social acceptance with brands that want to stay relevant to an aligned purpose that will propel the initiative forward.”

“As a digital platform that focuses on content and engagement, Asianet News Network’s Digital impression through the Pink Samaritan goes beyond. It articulates our commitment to harness best-in-class social and mobile technologies, working with multiple stakeholders and creating an ecosystem that is woven into what we stand for as a brand – Straight. Bold and Relentless,” says Anoop N, Chief Operating Officer, Digital - Asianet News Media and Entertainment.

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