#ExtraForEquality is ICICI Lombard’s mantra this Women’s Day
International Women’s Day shares many achievements and commits to helping women create a gender-equal society. There are many women, who actively choose to defy stereotypes and battle bias. This Women’s Day, ICICI Lombard shares its appreciation for all the women out there who relentlessly #DoTheDifficult by going that extra mile and work a little bit #ExtraForEquality.
An equal world is an empowered world. But, the fight for gender equality is ongoing. Women really need to put in all that they have and then some more to show their worth. The latest digital campaign by ICICI Lombard drives home this point. The video showcases women from different walks of life, going out of the way in their respective fields to make a mark. A female employee working late to show that her gender does not make her less of a good employee; a small girl studying while doing household chores lest she fails and is made to quit school; a single mother who has to add up to playing the role of a father; and an achiever who refuses to celebrate for the fear of being tagged ambitious. The video beautifully urges these women to promise to take extra care of themselves as they need to buckle down. Like everything else, taking care of self, too, can’t wait.
“It all boils down to care, Sanjeev Mantri, Executive Director, ICICI Lombard remarks, “At times, women tend to work harder be it at office or home. As a result, they forget to take care of themselves, which is paramount. At ICICI Lombard, we believe that it is the responsibility of all of us to ensure that women in our lives take care of their health. We all must play a role in this endeavor. That’s the idea behind our women’s day campaign.”
Conceptualized and executed by Ogilvy-Mumbai, ICICI Lombard’s Creative Agency, the video is being promoted across ICICI Lombard’s social media assets and digital platforms.
Talha Bin Mohsin, Executive Creative Director, Ogilvy, Mumbai said, “The core thought of the campaign, comes from a societal truth that women often work extra hard just to ensure equal treatment. With #ExtraForEquality campaign, we’ve tried to highlight the fact that women are always trying to ‘prove’ their worth time and again because the society is always judging them. And it’s a myth that this judgmental attitude is restricted to a conservative section of the society, it’s everywhere! In fancy corporate offices, at home, in a classroom or even in a wrestling Akhada where they toil extra hard for the same glory as men. It’s about time we acknowledged the extra mile they go for equality and make sure they get extra care for the same.”
You can watch the video here: