ITC Vivel features Sriti Jha in its latest video

ITC’s soap brand Vivel has launched its latest video as a part of its #AbSamjhautaNahin campaign featuring actress and poet Sriti Jha.

In this collaboration with ITC Vivel, Jha inspires women to uncondition, challenge stereotypes and go forth to fulfill their dreams with confidence and say out loud, "Ab Samjhauta Nahin"!

The video is conceptualised and produced by Tape A Tale.

What wisdom would you draw from your present self and share it with your younger self?

Jha, who believes in  ITC Vivel’s brand philosophy #AbSamjhautaNahin, answers this thought-provoking question with ease, candour, positivity and grace in a piece titled ‘A letter to my 15 year old self’.

She echoes the struggles millions of women face in coping with self-doubt, societal conditioning and naysayers as she reminisces on her past. While she poignantly recounts times when she was told that she wasn’t enough or her looks are more important than her talent, she reassures her younger self that she will learn to face these deterrents by slowly letting go of cultural and societal limitations.

Through the piece, her present self-reiterates the importance of chasing ones’ passions with a no-compromise attitude and confidence. She urges her teenage self to not be mired in self-doubt but have the courage to dream big.

https://www.youtube.com/watch?v=kpaMtoxt8KU

ITC Vivel through its philosophy of Ab Samjhauta Nahin (No Compromise), celebrates a woman's strength and actively stands in support of her right to an equal life. As an initiative, it strives to provoke in women a sense of realisation of a latent conditioning that expects them to conform to gender stereotypes and patriarchy; inspire them to challenge status quo; empower women with knowledge to enable self-action and have an informed voice against discrimination.

Vivel launched www.absamjhautanahin.com, a website designed for a simplified understanding of laws around women’s rights in 2018. Compiled in an FAQ format, the website is available in English and Hindi language. Further to take the conversation on legal rights forward, ITC Vivel introduced the Know Your Rights initiative. 

Co-designed with Karuna Nundy, Supreme Court Advocate and a strong supporter of Vivel’s Know Your Rights campaign, the nation-wide workshop series in colleges began its journey in 2019 to inspire young Indians to be equality champions. 

The Vivel Know Your Rights initiative believes that legal knowledge of civil and criminal law will help transform women’s personal power in relationships and with institutions, Police and Courts. The workshops have been held in more than 700 colleges with an outreach of more than 1,00,000 students across India. 

In addition to this ITC has co-created a programme with Azad Foundation to help empower women feminist leaders at the grassroots level. Parvaz – Ab Samjhauta Nahin Feminist Leadership Programme in its third year now has helped more than 40 underprivileged urban poor women in Delhi to graduate and impact lives of more than 50,000 women in their communities. The philosophy of Ab Samjhauta Nahin also continues to support organisations that are fighting to end sex trafficking of women and girls.