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<ul><li>Durga Puja in <keyword id="6357783" type="General" weightage="20" keywordseo="west-bengal" source="Orion">West Bengal</keyword> is synonymous with fun, enthusiasm and power.</li><li>This year, brands celebrated <keyword id="445934" type="General" weightage="20" keywordseo="maa-durga" source="Orion">Maa Durga</keyword>’s power, resilience by paying a tribute to Indian women.</li><li>Here are a few campaigns that caught our attention.</li></ul><keyword id="48284" type="General" weightage="100" keywordseo="navratri" source="Orion">Navratri</keyword> and Durga Puja is one of India’s widely celebrated festivals, especially in West Bengal. Millions of people visit Kolkata every year to attend the four-day festival which celebrates the victory of good over evil. It is that time of the year when every part of West Bengal is decked up, consumers are filled with optimism and joy. Pandal hopping, gorging on foods, <keyword id="3105575" type="General" weightage="20" keywordseo="dhunuchi-naach" source="Orion">Dhunuchi Naach</keyword> (dance with the incense burner) are some of the inseparable moments associated with Durga Puja. This is when the entire local community and tourists come together and celebrate the festival with enthusiasm. Dussehra is followed by Kali Puja/Diwali/Laxmi Puja and Bhai Dooj. It is during Navratri and Diwali that consumers shop a lot and spruce up their houses to welcome Maa Durga. The purchase of household durables, cars, bikes, home renovations, capital expenditures in businesses also see a hike during this period. <br /><br />In keeping with the festive spirit, brands left no stone unturned to celebrate Maa Durga during the nine auspicious days of Navratri. Along with beautiful campaigns celebrating the goddess, we also came across a few brands that have come up with limited edition packaging to become a part of the festivities. Brands also use this opportunity to start a conversation around gender equality. They point out how the irony of celebrating <keyword id="87480" type="General" weightage="20" keywordseo="nari-shakti" source="Orion">Nari Shakti</keyword> and female power for the nine days of Navratri is very stark.<br /><br />As the country bids adieu to Maa Durga tomorrow, for this year, we take a look at how the festival was celebrated in the brandverse. Here are a few campaigns that stood out:<br /><br /><strong>Elegant Steel </strong><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Shoppers Stop</strong> <br />  <div type="Youtube" id="L_toOIXnuJI" title="Shera Sajer Shera Stop | Pujo 2021 | Shoppers Stop" thumbUrl="https://i.ytimg.com/vi/L_toOIXnuJI/mqdefault.jpg"></div><br /><strong>ITC Aashirvaad</strong><br />  <div type="Youtube" id="5lpFle-skcs" title="Eta Amar Maa" thumbUrl="https://i.ytimg.com/vi/5lpFle-skcs/mqdefault.jpg"></div><br /><strong>Joy Personal care</strong><br />  <div type="Youtube" id="Z-Ixcs4WkL8" title="Pujo 2021 - Joy Beautiful by Nature | Mimi Chakraborty | Joy Personal Care" thumbUrl="https://i.ytimg.com/vi/Z-Ixcs4WkL8/mqdefault.jpg"></div><br />Tata Tea Gold's new packaging<br />  <div type="Youtube" id="AjFo4axK7jg" title="Durga Pujo with Tata Tea Gold Special Edition Festive Packs" thumbUrl="https://i.ytimg.com/vi/AjFo4axK7jg/mqdefault.jpg"></div><br /><strong>7UP<br /></strong>  <div type="Youtube" id="owe2SzTk1c0" title="7UP and Fido is here with some fresh dhak beats!" thumbUrl="https://i.ytimg.com/vi/owe2SzTk1c0/mqdefault.jpg"></div><br />

Navratri 2021: Here’s how brands celebrated the spirit of Navratri across India

<ul><li>When you are fighting a never-ending battle against age-old norms and working towards building an inclusive future for all genders beyond the binary, every small step counts.</li><li>This listicle is an effort to appreciate brands and advertising agencies that gave under-represented communities a much-needed chance to voice their concerns through their advertising campaigns.</li></ul>The first half of 2021 gave us some unpleasant personal memories that we all want to bury but the second half gave us some incredible campaigns that pushed the advertising and marketing industry a step forward towards inclusivity. These campaigns gave us hope that there will be a better tomorrow and reminded us to keep believing in ourselves. Some brand campaigns were like a warm hug that made us miss our childhood days -- when we didn’t have to worry about hustling remotely and catching a deadly virus -- and some encouraged us to keep fighting for gender equality. <br /><br />According to a study conducted by Cannes Lions and Google, consumers in APAC want to see more groups represented in marketing, and there’s a <a href="https://www.thinkwithgoogle.com/intl/en-apac/feature/year-in-search-for-brands/">strong appetite for more inclusive content</a>. But as per their research, it seems not enough inclusive content is being created. Only 1 in 5 consumers feel represented in the ads they see. The same research found that male characters in ads are significantly more likely to be shown as having an occupation than female characters (25.5% compared with 16.7%) and are shown as funnier than female characters (22.1% compared with 15.4%), while female characters are more sexualized than male characters — female characters are 4X more likely to be shown in revealing clothing than male characters (10.8% compared with 2.25%). <br /><br />However, there’s still hope. The Indian advertising and marketing world has taken a few baby steps towards gender equality and inclusivity this year. In this listicle, we look at a few brand campaigns that challenged regressive gender and cultural notions in an attempt to make a difference. <br /><br /><strong>UNAIDS’ The Mirror | Agency: FCB India<br /></strong><br />The film, ‘The Mirror,’ portrays a young boy who is pouting and opts out of playing with other children during a big Indian kite festival. His mother eggs him on but he sneaks off downstairs alone. He drapes himself in a woman’s scarf, and smiles as he sees his reflection in a mirror.<br /><br />Moments later, his mother and his grandmother catch him dancing dressed up. The music track stops, and the women stare at the boy. A few seconds of dread pass by and suddenly the women join him.<br /><br />This advertisement by FCB India and UNAIDS highlighted how gender diversity is not a lifestyle choice but an inherent right of all people. Gender stereotypes, especially towards LGBTIQ+, lead to stigma and discrimination. This is more pronounced in children and adolescents as diversity among them is not commonly understood and society puts massive pressure on them to conform to assigned gender norms at birth.<br />  <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div><br /><strong>Bhima’s Pure as Love | Agency: Animal</strong><br /><br />Bhima Jewellery's ad shows us the journey of a brooding, unshaven boy who, thanks to the love and support of his loving, supportive family, transforms into a happy, confident young woman. The story is told with such simplicity and so much sensitivity that you rejoice with the character by the end of the film. <br /><br />What works in favor of the brand is, its inclusion in the story doesn’t feel forced. It is just seamlessly a part of the narrative. The young man is slowly growing more accepting towards himself, there is a lot of acceptance from everyone around him too. The film is full of love and the jewellery is just a part of the narrative. It is present, almost in every frame, but never the main focus.<br />  <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br /><strong>Elegant Steel’s Nari Shakti - The Steel Within | Agency: FCB India</strong><br /><br />Launched during Navratri, this campaign pointed out how the irony of celebrating Nari Shakti and female power for the nine days is very stark. Because for the rest of the year, we get busy dis-empowering her. How this biased narrative is maintained is through words. Cruel words, words aimed to put you in boxes, words to shame, words to make sure you never ever discover your true power within. When even one woman, refuses to succumb to this narrative, the swords and the pitchforks come out. Because you see, one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story.<br /><br />This campaign celebrates women and the power they find within themselves to fight for a seat at the table and hopes for a better future for them.<br /><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Mohey’s Kanyamaan</strong> <br /><br />In India, weddings are all about rituals and traditions that bring about a happy union. These age-old Hindu rituals have been an intrinsic part of our society and one of the most important being ‘Kanyadaan.’ Questioning this outdate practice, Alia Bhatt and Mohey’s ad aimed to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context.<br /><br />However, the campaign did not well with social media trolls. They called for a boycott on the brand for targeting Hindu religion but the brand did not bow down. The campaign was an important reminder that we need to take another look at regressive practices that benefit patriarchy. <br />  <div type="Youtube" id="hUNAMOCocDE" title="Alia Bhatt Mohey Manyavar Ad TVC" thumbUrl="https://i.ytimg.com/vi/hUNAMOCocDE/mqdefault.jpg"></div><br /><strong>Vim’s Nazariya Badlo, Dekho Bartano Se Aage | Agency: Lowe Lintas</strong><br /><br />The TVC was a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership.<br /><br />  <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br /><strong>Saffola’s Rakhna Heart ka Khayal | Agency: Mullen Lintas</strong><br /><br />Moving away from the stereotypical gender role of a woman taking care of the husband and the family’s health, Saffola’s film reversed gender roles and showcased a modern couple where the husband is looking after his wife. It portrays the husband as the one who is concerned about the stress his wife goes through at work and its impact on her heart. While he cannot take away her stress, no matter how much he would like to, he does what’s in his control to take care of her heart. With this ad, Saffola and Mullen Lintas challenged the stereotypical FMCG ads we are tired of seeing. <br />  <div type="Youtube" id="VHqQwPCAT10" title="Saffola Gold Stress Film|Hindi|30sec" thumbUrl="https://i.ytimg.com/vi/VHqQwPCAT10/mqdefault.jpg"></div><br /><strong>Boondh’s UnGender Menstruation | Agency: Schbang<br /></strong><br />Menstruation has historically been a taboo subject in India. In recent times, while a lot of conversation has driven the discourse out into a space of open discussion, most of it has been led by cisgender women. The highly feminised language around menstruation has caused thousands of non-cisgender-women menstruators to wake up and still feel incorrect about a physiological process that doesn’t define their identity. <br /><br />To tackle the lack of representation in this space, Schbang For Good, the impact communication division of Schbang and Boondh Social Foundation had collaborated on Menstrual Hygiene Day, to shed light on the experiences of menstruating people who do not identify as cis-woman and highlight the shared struggles of every menstruator.<br /><br /><br /><br /><strong>Cadbury’s Kuch Khaas Hai | Agency: Ogilvy India</strong><br />Who hasn’t heard about Cadbury’s remake of Kuch Khass Hai ad? This campaign by Ogilvy India started a conversation on nostalgia and gender equality. The ad reversed the gender roles and normalised men showing emotions and cheering for their women partners.<br />  <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div><br /><strong>Dove India’s StopTheBeautyTest | Agency: Ogilvy</strong><br /><br />Dove’s StopTheBeautyTest film walked us through hard-hitting, real stories of beauty-based judgment and rejection faced by women during the matchmaking process, and the impact this has on their self-esteem.<br />  <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div><br /><strong>Swiggy’s Women’s Day ad<br /></strong><br />Swiggy’s campaign aimed to bring about a change in the objectionable images of women that pop up when one searches for the term ‘Desi Masala.’ Swiggy urged its users to flood the Internet with posts and pictures tagging authentic Indian spices on websites, blogs, forums, and social media platforms that will help get rid of the lurid connotation that currently exists.<br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>WeWork’s Women Day ad</strong><br /><br />This campaign showed how stereotypes and biases at the workplace still haven't changed across the world.<br />  <div type="Youtube" id="9RMIdAEYLnE" title="WeWork India | International Women's Day 2021" thumbUrl="https://i.ytimg.com/vi/9RMIdAEYLnE/mqdefault.jpg"></div><br /><br />

10 Indian campaigns that made great strides towards gender equality and inclusivity in 2021

<ul><li><keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> has given a new twist to the standard format of bonus letters. </li><li>Its new emailer gives you an opportunity to grab, “Chief Executive Bonus.”</li></ul>COVID has not left our country yet. Many employees continue working doubly hard from inside their rooms, with half their salaries. With Diwali around the corner, they are also heartbroken because getting a Diwali Bonus this year seems like a pipe dream. <br /><br />Bengaluru-based food delivery platform Swiggy has used this opportunity in its favour as it knows what is on everyone’s mind today and how to get consumers to click on an ad. It has sent out an email with a subject line that reads, “Your Diwali Bonus for the year 2020/2021” and it had us hooked. <br /><br />Inside Swiggy’s emailer is a Bonus Letter that appreciates its consumers' performance throughout the year. It reads, “We are happy to announce that our numbers for the current ‘dish’cal year look very promising! Of course, this is all thanks to your outstanding performance and hard work as a foodie.” <br /><br />Swiggy hasn’t just given away coupon codes in its emailer. It is cleverly making its consumer scroll through the entire emailer by providing three tier-discounts on cracking three different puzzles. The first ‘Chief Executive Bonus’ puzzles the users with a food question and provides a coupon code with a discount of 70%. The Senior Executive Bonus and Junior Executive Bonus offer a 60% and 50% discount. <br /><br />Its closing caption reminds the consumers how much the platform cherishes their presence in their life. It reads, “Your undying dedication to good food makes us proud to have a foodie like you in our team! We wish you all the success and look forward to seeing you rise to newer heights (and try new dishes).”<br />    <div type="image" title="Swiggy - Bonus emailer" msid="79192147" hostid="261"></div><br /><strong>A closer look at Swiggy’s Email Marketing</strong><br /><br />Swiggy’s Email campaign is predominantly built around creating a sense of curiosity among its users. Its emails are always embedded with a personalised Call to Action (CTA) button and always have a crisp subject line. This time, the action button read, “Get that bonus.” <br /><br />It then directs the users to its app and social media pages to engage with them further. It also provides a unique hashtag for each emailer and asks users to engage with them by sharing their small wins on social media pages, further keeping their pages buzzing and increasing their presence. <br /><br />While Email Marketing seems like a dying phenomenon today, Swiggy’s emailers continue to prove that when done the right way, it fetches a marketer the desired results. It is that one brand whose emails you don’t want to unsubscribe to because it humours you, talks about your favourite food and gives easy discounts. <br /><br />Its bold orange colour and quirky font style is a cherry on the top. <br />    <div type="image" title="Swiggy - gift emailer" msid="79192198" hostid="261"></div><br />Swiggy has even made a personalised food clock for Indians that gave them a crash course on how foodies tell time. <br />    <div type="image" title="Swiggy - Food clock" msid="79192168" hostid="261"></div><br />Another example of how Swiggy has the best clickbait subject lines, during Navratri, it sent an email titled, “CONTROVERSIAL: India has ditched pedha this Navratri.” The emailer unearthed the most-loved sweets from all corners of India and gave a list of desserts. <br />    <div type="image" title="Swiggy - mithai box" msid="79192214" hostid="261"></div><br />In March 2019, Swiggy set a new record in email marketing with a CTR (Click Through Rate) of 7% and Mail Open Rate of 25%, revealed Netcore.<br /><br />According to IANS, Swiggy has seen a 30% jump in orders for food delivery during IPL season. <br />

Swiggy has read every consumers’ mind and sent out fun Diwali Bonus emailers to lift their spirits

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Navratri 2021: Here’s how brands celebrated the spirit of Navratri across India

BI India Partner

10 Indian campaigns that made great strides towards gender equality and inclusivity in 2021

Karuna Sharma

Swiggy has read every consumers’ mind and sent out fun Diwali Bonus emailers to lift their spirits

Karuna Sharma

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