In the age where feminism is trying to find its way even to the remotest corners of the world, brands take up the responsibility to show their stand on equality on International Women’s day. This year has been a huge mark for the day. A lot of brands including Budweiser have called themselves out for their previous campaigns which have definitely been misogynistic. Of course, some companies stuck to the original “We give women 5% off this year on Women’s day”, but there were also some brands who chose the day spread some interesting and impactful message.
Let’s look at some campaigns which were meaningful and had a significantly positive impact on the day.
Allen Solly has not only been making its mark in traditional forms of TV marketing but also been constantly dabbling in digital marketing and influencer marketing. The apparel brand has a wide range of both men and women’s clothes. This year, they picked Women’s day to celebrate women who have been taking on different life roles effortlessly. Tulika Bhattacharya, an Allen Solly woman says how “women wear many different hats. And each of these hats demands something unique and has its own set of expectations and obligations. Each represents a part of our personality, with our many styles & identities, and we’re slaying it all!”
The brand ran this simple, yet extremely powerful campaign which had a reach of 15000 with its hashtags #AllenSollywomen and #BalanceitBetter. The post alone gathered around 7000 including the brand and Tulika’s social media page.
Tata Tea’s Chakra Gold went all out with the day by spreading an important message. Their campaign #SiriyaThudakkam focuses on multiple real-life couples who share everyday responsibilities in the household. Ganesh Venkatram, an India actor who also was a Big Boss participant asks why should women make all the sacrifices.
Ganesh and his partner Nisha Ganesh came together for the video to enjoy a beautiful sunset and debunking the belief that only women should make tea.
Chakra Gold also joined hands with Anjana and her husband Chandramouli to talk about how he encouraged her to go back to work by sharing responsibilities at home after childbirth. Anjana also talks about how it was hard to convince family who thought she would have a tough time juggling work and her newborn baby and how Chandramouli played a role by sharing parental responsibility as every father should.
Not only on Instagram, but the brand also took to Facebook to share a video where it talks about how women are becoming progressive these days and are breaking/challenging regressive traditions to succeed. The couple shares a cup of tea with both of them making the tea together.
The videos were a monstrous success reaching 300k of its audience on both Facebook and Instagram. The likes gathered from both social media platforms were close to 100k for all accounts and even delivered an excellent engagement rate. The audience welcomed the resonating messages from these couples and even gathered shares of 300 on both platforms.
Bournvita, a brand that has been known to experiment widely in terms of advertising soared by uniting with multiple celebrities like Arjun Kapoor, Mandira Bedi, Divyanka Tripathi, Virender Sehwag, Pooja Makhija, Yasmin Karachiwala and Smriti Mandhana.
The campaign has been an ongoing successful one with already reaching three million of its audience and with a very impressive engagement rate (shares and likes) of 50k till date.
Hamam is a traditional Indian soap brand which has been only exploring traditional methods of marketing to date. Hamam even has a brand-new Instagram page that has only been recently opened. This Women’s day, Prithi Narayanan joined hands with Hamam India to spread a message about creating a safe environment for every child out there. Prithi Narayanan went on Instagram to promise that she would come out to protect and support any child who is in need and also encouraged all the women to protect children.
Other celebrities including Parvatii Nair and Masaba Gupta also spread the message taking a pledge to use the women power to protect children and making them feel safe. This social message was spread with the hashtag #gosafeoutside. This campaign was well-received with 25k likes and around 500 comments. The reach was immense for this campaign that was approximately triple of what the likes are till date.
With a whole debate on how women’s day is perceived differently by people and brands, some of these brands managed to knock it out of the park with these positive campaigns. What do you think about these campaigns? Do let us know below in the comments or visit our website, Facebook, Twitter or Instagram pages to reach out to us.