In this episode of VideoBrief, Geetanjali Sachwani, Vice president and Head of Marketing – India, Franklin Templeton, provides insights into Franklin Templeton’s Change the Soch campaign aimed at addressing gender disparity in finance and promoting financial inclusivity for women.
Sachwani emphasizes that Change the Soch is a revolutionary step toward dismantling gender biases not only within the financial sector but in broader societal contexts as well.
She details the campaign’s mission to empower women by transforming societal perceptions about their roles in finance and investment management. She notes that women often face stereotypes portraying them as less capable or knowledgeable in financial matters, a notion the campaign directly confronts.
“The overarching goal of the campaign is to normalize women’s involvement in financial decision-making, visually showcasing their strengths in wealth creation and investment management, which is traditionally dominated by men,” shares Sachwani.
She highlights that many cultural biases question women’s financial independence, and Change the Soch aims to challenge these notions and promote equal opportunities for women to influence and make financial decisions.
In addition to the campaign’s messaging, Sachwani outlines various initiatives that Franklin Templeton undertakes to ensure women’s inclusion in financial decisions such as educational and financial literacy programs specifically for women, simplifying complex financial concepts to enhance their understanding.
She also sheds light on Franklin Templeton’s collaborations with NGOs and women-focused organizations to expand financial education access to underrepresented communities, emphasizing Franklin Templeton’s commitment to creating an inclusive workplace environment through mentorship and leadership programs, aiming to support women in advancing their careers.
Sachwani also discusses the role of advertising and media in effecting social change, stating that advertising is a powerful catalyst for reshaping societal norms and driving conversations.
She believes the Change the Soch campaign effectively uses storytelling to create relatable scenarios that evoke empathy, allowing audiences to reflect on their perceptions of women’s role in finance.
“The campaign’s tagline is designed to be an actionable call to transform societal mindsets and not merely a theme for Women’s Day but an ongoing dialogue,” she points out.
Sachwani elaborates on the media mix utilized in the campaign, noting that the budget allocation significantly favors connected TV and YouTube over traditional social media platforms. She shares that the campaign has already received over 65 million impressions, indicating substantial engagement and interest among audiences.
She also expands on how the success of the campaign will be measured, not just through viewer statistics but through its ability to foster real-world changes in attitudes and increased participation of women in financial roles.
Sachwani concludes by encouraging continued dialogue around gender inclusivity in finance, underscoring the sustained effort needed for genuine change. She invites viewers to leverage their voices to promote inclusivity, ultimately aiming to inspire a cultural shift in financial practices and perceptions surrounding women’s capabilities.
