- New digital films released by Godrej Group, Godrej Expert Rich Crème and Godrej Appliances
- Digital campaigns by Cinthol Original Soap, Godrej Locks and Godrej Security Solutions
MUMBAI, March 9, 2020 /PRNewswire/ — To commemorate International Women’s Day, brands across the Godrej Group, a 122-year young conglomerate, came together to celebrate womanhood and their contribution towards different aspects of life. The Godrej Masterbrand thanked its women employees by featuring them in a digital video on gender equality and women empowerment; while brands like Godrej Expert Rich Crème and Godrej Appliances unveiled their campaigns around Women’s Day. The group’s other brands like Cinthol Original Soap, Godrej Locks and Godrej Security Solutions rolled out female-led influencers and digital campaigns.
This year, International Women’s Day theme is #EachforEqual depicting an equal world is an enabled world. Godrej Group is committed to offer equal opportunities in employment through an Equal Opportunities Policy. Godrej Group brands have come together for multiple initiatives that promotes gender equality, women empowerment and how women can bring about larger societal change.
Commenting on the same, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said, “At Godrej, we are committed to empowering our women employees to transform their social disadvantages into opportunities. We empower them with the right to make their own choices in their professions. Our objective is to develop an ecosystem where they are given the freedom to enjoy the best of both worlds i.e. professional as well as personal.”
She further added, “We, as an organisation do our best to understand women’s professional challenges and provide constant support and assurance so that they bring their whole selves to the workplace. The Godrej Masterbrand video highlights the little things that Godrej is doing to support women within as well as outside Godrej to reach their full potential and recognise and appreciate the contribution made by them.”
In line with this year’s theme #EachforEqual, Godrej Masterbrand new digital film highlights the little things that the organisation is doing to support women to reach their full potential and recognise and appreciate the contribution made by them. #TheLittleThingsWeDo film reflects on the Godrej Group’s policy of equal opportunities for everyone. Conceptualized by Creativeland Asia, the film is in line with Godrej’s commitment to respect women’s rights through gender equality and non-discrimination. The video also highlights Godrej’s effort of standing by their women employees, and ensuring they never have to stand at crossroads between their personal goals and professional goals.
Godrej Expert Rich Crème
Godrej Expert Rich Crème rolled out a digital film that encourages conversations around what ‘beautiful’ means. This digital film features beauticians of Godrej Salon-I, a flagship programme by Godrej Consumer Products Limited (GCPL), aiming at enhancing livelihood of young girls and women by skilling them for beauty and hair care industry. Understanding that beauty is something that is discussed by women all over, this digital film asks several women to speak about when do they most feel beautiful. The digital film is conceptualized by DDB group. Godrej Expert Rich Crème has been the key knowledge partner for Godrej Salon-I programme. The hair colour brand has designed modules on hair and beauty care, delivered to over 2.5 lakh women. Godrej Expert Rich Crème has periodically provided free products to these women to help kick-start their journey.
Conceptualized by WAT Consult, this women’s day, Godrej Appliances launches a campaign encouraging women to question the prevalent label of ‘housewife’ in our society. It underscores how even women use the labels for themselves without realizing that it is underselling them and hardly does justice to her role and her skills. The film begins with a social media savvy teenager, who urges her mother to join in a social media community. Despite her mother’s initial reluctance, the teenager starts creating an online profile for her and poses her questions like her profession, skills etc. While doing so, the teenager points out how her mother – who perceives herself to be just a housewife lacking real skills, is in truth, so multiskilled. It beautifully captures the nuances of a mother-daughter relationship while seeding in a new thought of changing our labels, #HomemakerNotHousewife.
Safety begins at home. Reflecting on this concept, Godrej Locks, a brand synonymous with trust, quality, and safety, embarked on #AgentOfSafety, a digital campaign conceptualized for Women’s Day. Through women influencers, the brand is highlighting the role of a women in ensuring safety of not just herself but how she ensures safety at home. Godrej Locks has roped in digital influencers from across India, who will inspire their female counterparts to ensure that safety begins at home.
Cinthol Original Soap
Skin care expert, Cinthol Original Soap kick-started its #LiveYourDreams campaign. The doctor recommended soap brand is working with female influencers in Chennai to encourage women to live and pursue their dreams. The brand has created an exclusive Cinthol Original Soap ‘Live Your Dreams’ kit which is personalized and will be given to influencers.
Godrej Security Solutions
Godrej Security Solutions, India’s largest home security solution provider, announced its new digital campaign, #DidItForMYSAFETY which aims to empower women to take charge of their security, and that of their loved ones. As part of the campaign, the brand is offering a 10% discount on all products on its e-commerce platform – https://shop.godrejsecure.com/. The campaign is part of brand’s constant endeavour to instil confidence among consumers to follow best practices in personal and home security and help them attain peace of mind by feeling absolutely safe.
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 25 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.
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