Mumbai, March 08, 2021: To celebrate International Women’s Day 2021, the Godrej Group has released a new digital video campaign #ChallengeBiasesWithin which profoundly urges every person irrespective of their gender, culture, ability, and orientation, to first challenge the deeply wired biases and stereotypes within themselves, before asking others to do so externally. Ultimately, changing and creating a beautiful equal world.
The digital film aims to highlight the fact that, this women’s day instead of just wishing her and expecting things to change, one should rather instigate the change and challenge the stereotype within us. The campaign urges everyone to take responsibility for their own thoughts and actions. Changing from within is what will guarantee the fulfilment of a dream of an inclusive world. The film captures women from different walks of life and in different roles such as corporate office executives to male dominant technical areas, from women on wheelchair to work or working mothers with a kid on her lap.
The film goes live on International Women’s Day across Facebook, Twitter, Instagram and LinkedIn.
Commenting on the film, Tanya Dubash, Executive Director and
Chief Brand Officer, Godrej Group, said, “Women
have always been facing the challenge of having more to prove than their male
peers to be taken just as seriously. This is all due to our conditioning and
stereotypes. That is why on this women's day, we would like to urge everyone to
challenge their stereotypes. Each one of us irrespective of gender, culture,
ability and orientation has certain internalised stereotypes. It is our
responsibility on an individual level to challenge these beliefs and create a
beautiful, equal and inclusive society. At Godrej, we strongly believe
that each one of us is unique and we can only truly grow when we can be our
'whole self' at work. We, as an organisation will continue to understand and
support the challenges that women face so that they choose
to challenge at the workplace. We constantly
strive to create an environment where women are provided the freedom to enjoy
the best of professional and personal choices.”
Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “The truth is Godrej has some of the best
‘diversity friendly, equality promoting’ policies in the country. But, even
they realise that equality won’t be a reality till the biases and stereotypes
are uprooted from deep within our minds. The narrative for this film aligns
with the International Women’s Day theme, and calls for both men and women to
challenge their own biases”.
The film has been conceptualised by Team Godrej and Creativeland Asia.
YouTube Link of the Video: https://youtu.be/w2MhqJqN7tA
Credits:
Creativeland Asia
About Godrej Group
Established in 1897, the Godrej Group has its roots in India's Independence and Swadeshi movement. Our founder, Ardeshir Godrej, lawyer-turned-serial entrepreneur failed with a few ventures, before he struck gold with a locks business. Today, we enjoy the patronage of 1.15 billion consumers globally across consumer goods, real estate, appliances, agriculture and many other businesses. In fact, our geographical footprint extends beyond Earth, with our engines now powering many of India's space missions. With revenues of over USD 5 billion we are growing fast, and have exciting, ambitious aspirations. For us, it is most important that besides our strong financial performance and innovative, much-loved products, we remain a good company. About 23 per cent of the promoters’ holding in the Godrej Group is held in trusts that invest in the environment, health and education. We are also bringing together our passion and purpose to make a difference through our Good & Green strategy of 'shared value' to create a more inclusive and greener India. At the heart of all of this, are our people. We take much pride in fostering an inspiring workplace, with an agile and high performance culture. We are deeply committed to recognizing and valuing diversity across our teams.
For more information on the
Company, please log onto www.godrej.com
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