Vivo India has launched a campaign #JoyOfEquality for Women’s Day, to spread the message of gender equality. Conceptualised by Dentsu Impact, it aims to highlight the gender stereotypes that are prevalent within society. It nudges its audience to introspect and take measures to break the bias.
The film pans various phases in the lives of women, to showcase how they are treated differently to suit the standards of society. Right from the way they’ve been asked to sit, dress, behave, honour their accomplishments, to giving up gracefully whatever they achieve, so as to please society. It sends out the message that everyone is equal and the only pose that matters in real life is the pose of equality.
Yogendra Sriramula, director brand strategy, Vivo India, said, “Our brand purpose to create a world of joy is incomplete without Joy of Equality. Through this campaign, we aim to showcase the gender biases women go through in their life through relatable real-life experiences. The DVC is an attempt to seed the idea of a society where every woman is free to be the way she wants to be, without being judged, and without being cajoled.”
Anupama Ramaswamy, NCD, Dentsu Impact, said, “The fact that a woman faces discrimination of various kinds throughout her life is something known to us. But what most people in society don’t even realise is that what they are doing or the way they are acting is a form of inequality and gender bias. How did we bring this sense of inequality alive? Simple, we used the quintessential camera pose to bring alive this ‘invisible lens of inequality’ with which society looks and trains a woman to be perfect in its eyes. Which needs to stop, so equality can shine. By clicking that perfect picture of inequality, it will hopefully open the world’s mind to this issue.”