Everyday we come across certain ads that leave a mark on our hearts and minds. The efforts of each brand trying to bring a change in this world is amazing to look at.
It's time we start working towards equality and leave patriarchy in the dust.
As a woman trying to build a career in a society that believes women to work at home, is now finally changing for the good. Mentorship is one of the ways to accelerate someone's as well as your own career and build yourself as a professional.
Keeping women's career trajectory and relationship in mind, Sabhyata, an Indian ethnic wear brand is doing an incredible work to highlight their brand name by uniting women.
The ad portrays two different women's life stories, how they complement each other and stand up for each other to bring out the true meaning of celebrating Womanhood through the brand’s latest ad campaign #RedefineCelebration.
Let's get into the details of the ad to show you how Sabhyata celebrates womanhood.
The story unfolds to a lady entering for her final round of interview. Eagerly waiting for her turn, she is asked to be seated. Taking a seat opposite to an old woman who is seen interacting with the nervous lady ahead of her interview.
The candidate mentions that her previous company stopped giving her work and were probably preparing to fire her since she was pregnant for the first time and would soon opt for maternity leave. Being a woman, the old woman understands the situation, wishes her good luck for the interview and hands over a ‘Sabhyata bag’ as a Diwali gift and left the scene.
Once the old lady leaves, the candidate gets called upon and asked how her interview went. Confused, the candidate sensed something and opened up the bag, to find an offer letter in her name. It was signed by the CEO of the company, who was indeed the old lady she was interacting with all this while.
The soulful video sets an Indian woman’s harmony to ethnic, reflecting the country’s cultural values and celebrates the spirit of womanhood.
As seen from digital elaboration, the main target audience of the brand is women in their mid-twenties to sixties. The brand made a conscious choice while conceptualising the ad and seeing what women’s lives are like. The key to the approach is to target reliable yet not so relatable situations.
The brand aims to encourage working women to #RedefineCelebration. It portrayed that women standing and supporting fellow women in any situation is what modern culture looks like.
Using an interesting blend of branding strategies and consciously chosen story lines is gradually bringing a change in the human perspective. Brands are looking forward to building reputation in an innovative way besides maximising the sales and profit through effective and meaningful campaigns. Brands across the nation are targeting for the change in a woman’s life and highlighting issues that women usually face.
India is a place where men are given more preference than women and now the tables are turning. Watch women clubbing up to work together equally with men.
Well, that was this creative advertising agency’s take in today’s episode. Stay tuned for more perceptive #BreakingtheAds.
It’s coming up…!