Pune: This International Women’s Day, Dabur Vatika, a leading Natural Hair Care brand from the House of Dabur, released a new campaign #WomenofSubstance to showcase its stand for women empowerment and gender equality. The new ad film, conceptualised by Green Chutney Films, features the female workforce of Dabur’s greenfield unit in Indore.
Talking about the campaign, Dabur India Limited Hair Care Marketing Head Ankur Kumar said: “At Dabur, we view Women’s Day as an opportunity to showcase our profound commitment to empowerment. Our factory film confronts outdated societal norms that can be traced even in our childhood rhymes. It reflects Dabur’s belief in inclusivity and gender equality, echoing our belief that every woman deserves recognition and respect in every facet of life.”
Opening with Chemma Chekka, an old Telugu nursery rhyme, the film meaningfully plays with the contrast between the lyrics representing the archaic societal narratives and its visuals depicting the women defying them. As the video progresses, we see the employees disembarking from a pick-up bus for another day at their workplace, the Dabur Vatika Factory near Indore. The film then moves into a sequence of the women donning their protective gear and huddling for a briefing about the day’s production targets. Against the backdrop of the nursery rhyme’s melody sung by Purva Rajesh Naik, the camera captures their determined expressions ready to take on the day.
Beginning their tasks on the factory floor, the film captures the women in action – operating heavy machinery, inspecting, and handling products meticulously, while also engaging in lively conversations, games and playful interactions with each other throughout the day. Amidst the barriers seeking to constrain their autonomy, their unwavering dedication to their craft is evident in every moment.
Towards the end of the video, and as the day unfolds, we witness the women continuing their resilient effort to meet their goals with purpose and steadfast resolution. This is followed by close-up shots of the proud faces of a few of the employees to further elucidate their sentiment. In the final transition, we see the results of their hard work – the surpassing of their production targets, and them standing tall with a sense of accomplishment.
This 2-minute-and-27-seconds-long video concludes with a woman narrating facts and statistics about India’s female working population. The conclusion highlights the potential economic impact that could occur if women’s participation was encouraged in the workforce. The next shot reveals that the company is 100% women-run, which echoes its firm belief in women empowerment.
The narrator’s voice continues on, highlighting the campaign’s name and alignment with International Women’s Day, urging viewers to share stories of the remarkable women they know. The company promises to send out hampers to celebrate these women’s lives, thus fostering a sense of community and standing in solidarity with them.
Link to the film: https://www.youtube.com/watch?v=IVjL36NIeNo
