Matrimony portal Shaadi.com has launched a campaign themed #RevolutioNaaris, pointing out that despite 76 years of freedom, 76 pc of women still ‘in-dependence’. According to the World Bank Labour Force Participation Rates 2022, that is the percentage of women who are not part of the labour force, the brand tells us, at the end of the campaign film.
The film is set in a classroom of young girl students. One of them plays the role of teacher and admonishes a peer for not thinking of what she will become in future. The girl playing teacher turns to the old refrain that one will have to make rotis all her life if she doesn’t make future plans, which their real teacher overhears. The older lady steps in and explains that there is nothing wrong with making rotis. She explains how women progressively drop off the workforce with marriage, their first child and the next, tearing off a part of the roti to demonstrate that very few are left. How will such a small bite feed all of India, she poses, and asks the girls who will join her to change the current numbers – of 76 pc Indian women being ‘in-dependence’. The soundtrack ‘Hum honge kamiyab’ kicks in towards the end and all of them raise their hands.
The film conveys that Shaadi.com will partner NGO Udayan Care to pledge monetary support for upskilling at least 10,000 women over five years under the latter’s Udayan Shalini Fellowship programme, enabling them to join the workforce.
Adhish Zaveri, VP – Marketing, Shaadi.com, said, “Shaadi.com has always strived to make a meaningful difference through our thought-provoking campaigns. This Independence Day, we are seeking to celebrate the true meaning of independence by giving a greater impetus to the financial independence of women and helping promote equity in this sphere through our digital campaign. At the same time, we are pleased to associate with Udayan Care as this association will further help us realise our vision to enable women to upskill and train in diverse vocations through the NGO’s programme.”
