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Hershey India has announced the amplification of its ‘HerShe’ campaign further this year, which seeks to recognise, honour and uplift women and girls this month through activations in India and around the world in celebration of International Women’s Day (March 8) to continue to advance its gender equity commitments.

As per the company, the campaign will be going live across seven international markets, aimed at making the invisible woman visible. 

The #HerShe campaign, which originated in Brazil in 2020, will be brought alive in India this time. The chocolate brand has collaborated with six women achievers whose accomplishments have been custom illustrated on the Hershey’s chocolate bars.

As the first step towards unveiling the campaign, Hershey India has taken the route of a celebratory rap song by American Indian Rapper Raja Kumari and Indian musician Meba Ofilia.

https://www.youtube.com/watch?v=gZbSgIxRg3U

This year the brand is leveraging technology to create an online community for curating and showcasing inspiring stories by women and connecting to offline channels via QR code on the packaging. Consumers can scan the QR Code printed on the packaging of Hershey’s Bar that will link them to the microsite https://www.hershe.co.in/ 

The microsite has curated templates, with personalised messaging, that consumers can use to celebrate and share the stories of Sheroes who have inspired them. 

Hershey India has joined forces with ‘Sheroes’ such as Aishwarya Sridhar, Dhvani Kothari, Sandhya Rai, Rukmini Vijayakumar, Pooja Taparia, and Falguni Vasavda Ojha from diverse fields including photography, performing arts, social work, sports, and feminism, and dedicated Hershey’s Bars packaging to feature, celebrate and showcase achievements of the Sheroes. To learn more about them, consumers can scan the code on the packs and read about them on the microsite. 

Herjit Bhalla, VP India and AEMEA, The Hershey Company, said, “Diversity and inclusion has always been at the crux of the Hershey ecosystem. It has been a key focus area for the organisation across countries, and the HerShe campaign brings it all together beautifully for us. This campaign gives a voice to what The Hershey Company truly believes in. By elevating the role played by the sheroes around us we want to make the ‘invisible visible’ through this campaign. While we have featured six sheroes on our packs there are countless number of sheroes out there and the ones we come across in our daily lives. Their determination and grit make them truly extraordinary, and Hershey’s appreciates that.” 

Geetika Mehta, Managing Director, Hershey India, said, “As a build up to the International Women’s Day, we have taken a unique voice of celebrating and highlighting Her and She, through the #HerShe campaign. The campaign strives to celebrate inspiring stories of Sheroes in our society, who have displayed excellence by either taking the path less travelled or by simply creating a positive impact on people around them. Our idea is to bring alive galvanising stories by making the ‘invisible visible’!”

Ankit Desai, Marketing Director, Hershey India, said, “The HerShe campaign brings alive unique perspective of make the ‘Invisible Visible’, in line with brand purpose of ‘Celebrating Togetherness’. We have envisioned the ‘Her-She’ campaign with an intention to not only celebrate women leaders and achievers but also Sheroes all around us, be it family members, friends, mentors or colleagues. The initiative, which deserves to go to maximum people, leverages an Integrated Experiential approach, spanning packaging take-over of the entire Hershey’s Bar portfolio, personalised and interactive tech-based micro site, AR filters, first of its kind celebratory rap song and influencer outreach to drive education, engagement and thus celebration. Lastly, we intend to have fireside chats on IWD, to enable conversations around d career journeys and many such encouraging stories”

“As a company that embraces diversity and equality, we saw a unique insight into how we can make visible the role of forgotten or somewhat invisible women who make such an important difference in our society,” said Santhi Ramesh, CMO for Hershey International. “These campaigns celebrate women while communicating our brand values and the values we share with our consumers. The user generated content is real and authentic, and as a result is able to break through and resonate strongly with consumers.”

Further to this, the campaign will culminate with a mentorship session conducted with the six sheroes which will be further amplified by Girl Up.

Content@BuzzInContent.com