Tanishq has launched a brand new marketing campaign on the event of Mother’s Day. Conceptualised by Talented, and created in partnership with Superfly Films, the narrative of the movie goals to encourage mothers to return to work. As part of the marketing campaign, by the month of May, moms in Titan’s management will mentor new mothers desirous to make a comeback by a collection of webinars that target gender modules, and one-on-one interactions. The marketing campaign is led by a digital movie.
The lady of at the moment is searching for to specific herself with honesty and authenticity to rejoice her realities, Ranjani Krishnaswamy, normal supervisor, advertising, Tanishq, acknowledged. “The brand believes these stories build positive momentum in cultivating a world of equality and adding to her self growth. This film is an ode to women who challenge set narratives and inspire many others to follow the change,” she added.
For Binaifer Dulani, founding member and artistic, Talented, when a lady returns to work from her maternity break, everybody makes her consider that the hole in her resume places her on the backfoot. “But she knows, that it was anything but a break. It was a bootcamp in life. Yet she is ready to wiggle, take a paycut, a demotion – all to prove herself. Only if there was a way she didn’t have to. If there was a way mothers didn’t have to start from scratch. This is a long overdue conversation in India, and Mother’s Day felt like a moment to further this narrative. Studies reveal that it will take at least 136 years to close the global gender pay gap, and one of the factors for this is the lack of representation of women in senior leadership. We need more workplaces to see beyond the dominant culture, value the leadership transformation mothers undergo, and create equity for women, so that they can make their comeback,” she stated.
For Kopal Naithani, founder and director, Superfly Films, the movie spoke to her at a private degree as a mom. “A maternity break is not easy, it tests you at every level, and has a transformative effect. There’s so much fear about what life will be after, for working women. I hope our character, Radhika inspires more mothers to add ‘life bootcamp’ to their own resumes and negotiate for better, more powerful roles when they make their comeback to work. At Superfly Films, furthering the arc on progressive womanhood is core to our mission, and we’re honoured to partner with Talented and Tanishq to put this discourse out there and inspire action,” she opined.
According to the corporate, the maternity wage penalty is a time period for when second-career girls face hiring and compensation disadvantages when re-joining the workforce. “Tanishq’s campaign flips the narrative around the maternity penalty completely, offering a whole new perspective on what the maternity break actually means – an experience that can present a real competitive advantage at work, a bootcamp in leadership,” the corporate stated.
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Source: www.financialexpress.com”