To celebrate International Women’s Day 2021, the Godrej Group has released a new digital video campaign #ChallengeBiasesWithin which profoundly urges every person irrespective of their gender, culture, ability, and orientation, to first challenge the deeply wired biases and stereotypes within themselves, before asking others to do so externally. Ultimately, changing and creating a beautiful equal world.
The digital film aims to highlight the fact that, this women’s day instead of just wishing her and expecting things to change, one should rather instigate the change and challenge the stereotype within us. The campaign urges everyone to take responsibility for their own thoughts and actions.
Changing from within is what will guarantee the fulfilment of a dream of an inclusive world. The film captures women from different walks of life and in different roles such as corporate office executives to male dominant technical areas, from women on wheelchair to work or working mothers with a kid on her lap.
The film goes live on International Women’s Day across Facebook, Twitter, Instagram and LinkedIn.
Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Group, said, “Women have always been facing the challenge of having more to prove than their male peers to be taken just as seriously. This is all due to our conditioning and stereotypes.
“That is why on this women’s day, we would like to urge everyone to challengetheir stereotypes. Each one of us irrespective of gender, culture, ability and orientation has certain internalised stereotypes.
“It is our responsibility on an individual level to challenge these beliefs and create a beautiful, equal and inclusive society. At Godrej, we strongly believe that each one of us is unique and we can only truly grow when we can be our ‘whole self’ at work.
“We, as an organisation will continue to understand and support the challenges that women faceso that they choose to challenge at the workplace. We constantly strive to create an environment where women are provided the freedom to enjoy the best of professional and personal choices,” Dubash said.
Anu Joseph, Chief Creative Officer, Creativeland Asia, said, “The truth is Godrej has some of the best ‘diversity friendly, equality promoting’ policies in the country. But, even they realise that equality won’t be a reality till the biases and stereotypes are uprooted from deep within our minds.
“The narrative for this film aligns with the International Women’s Day theme, and calls for both men and women to challenge their own biases,” Joseph said.
The film has been conceptualised by Team Godrej and Creativeland Asia.