Roadster Salutes Women on International Women's Day with 'Brave New World' Film

The film applauds women who take the metaphorical driver's seat and take on the road ahead, no matter what it brings.

e4m by exchange4media Staff
Updated: Mar 8, 2018 2:55 PM

When Roadster wanted to celebrate International Women's Day, we knew it had to come from place personal to us, something that we take real pride in. That meant calling out women we know and love, who take the metaphorical driver's seat and take on the road ahead, no matter what it brings. These are all real women in our world - mothers, sisters, friends, colleagues - and they deserve their own title of honour.

The film is a tip of our helmets to these driven ladies; the alpha females, the free-spirited, the street-smart, the self-made, the fearless - the list runs longer than the road itself. Today we celebrate them all.

Commenting on the campaign, Sraman Majumdar- Senior Creative Director, Brave New World said, "Women’s day has become a cluttered space for brands. We decided to let brand Roadster steer clear (sic) of token activism or salutes to stereotypes. We wanted to talk to real people in our brand world who deserve a real salute for being themselves. So we found them and cast them. The film takes a soft dig at the pageantry of idealising women to celebrate the kind of women we sincerely admire."

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