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On Women’s Equality Day, ITC Vivel launched a video as part of its larger on-going campaign #Ab SamjhautaNahin, featuring host, model and actor Kubbra Sait.

In a freewheeling monologue, Sait echoed the brand philosophy of ITC Vivel’s #AbSamjhautaNahin, designed to educate, believe and celebrate gender equality with the firm belief that no one should have to compromise on their dignity or be discriminated against.

The video is conceptualised and produced by Kommune and written and performed by Sait herself. 

Echoing the sentiment of millions of women, Sait effortlessly talks about things she wants to do in her personal and professional life without being subjected to challenges and dangers of safety, judgment and discrimination. Sait’s monologue mirrors the stark reality of our society today and how women in India have to constantly function in a state of vigilance, watching out for perceptions against them and their choices.

 #AbSamjhautaNahin undertakes activities around knowledge of rights and supports organisations that fight trafficking or create feminist leaders at the grassroots. Through the campaign, the brand hopes to challenge stereotypes and help enable self-action for a more gender-equal India. As part of the initiative, the brand associates itself with various influencers and celebrities to talk about the cause and raise awareness among people.

Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC, once told about #AbSamjhautaNahi’s bigger objective. He said, “#AbSamjhautaNahin is a philosophy rooted in today’s reality. Vivel undertakes initiatives with a strong purpose to encourage positive action that inspire, educate and empower women. Indeed, it is a thin line but with #AbSamjhautaNahin, the brand’s purpose is to inspire a stronger commitment to add value in the lives of its consumers.”

The brand also launched, a website designed for a simplified understanding of laws around women’s rights. Compiled in an FAQ format and available in English and Hindi language, Vivel seeks to empower women and enable self-action.

The Video: