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The last 18 months have reset the world and the way it functions. While the new normal has introduced effective working models for professionals, it continues to be onerous and challenging for homemakers.

Women have juggled roles and responsibilities for decades but discrimination in expectations continues to persist between working professionals and homemakers.

Homemakers are often denied their rightful share of appreciation, respect and acknowledgement.

This year on Women’s Equality Day, ITC Vivel with its brand philosophy of ‘Ab Samjhauta Nahin’ takes an inclusive step forward to bridge this gap in expectations. With its campaign #RespectWorkForHome, the brand celebrates the diligent, relentless and unconditional contribution of homemakers.

ITC Vivel brings to the fore, a reticent yet age-old issue that discriminates not only on the basis of gender but also on the work done. In a video-led campaign, Vivel Ab Samjhauta Nahin showcases a nuanced approach to equality. The film shines the spotlight on the various chores that enable a smooth process-oriented functioning of a household that is no different from managing work at a professional workplace. It touches upon an important facet of equality and encourages everyone to accord equal respect to both working professionals and homemakers.  The film is a collective portrayal of strong women who have made their own choices to ensure the happiness and wellbeing of their families.

The film:

Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC, said, “Equality is a fundamental right. However, inequality of expectations often undermines the true construct of equality.  Work from home or work for home, both are demanding and frequently require one to juggle multiple responsibilities. With its campaign, #RespectWorkForHome, Vivel Ab Samjhauta Nahin, broaches an important conversation to encourage equality of expectations and respect for everyone.”

Vivel Ab Samjhauta Nahin with its Know Your Rights initiative is working extensively with colleges across India to empower everyone with the knowledge of rights and build equality champions across the nation. More than 700 colleges have experienced the workshop co-created with one of the most renowned legal authorities in India, Karuna Nundy and around 1 lakh students have actively participated in the workshops that began its outreach in 2019.

Vivel has also collaborated with Azad Foundation India to launch ‘Parvaz’, a feminist leadership programme to empower women and transform communities. The project in its third year has already introduced more than 40 community leaders in the last two years who have helped transform the lives of more than 60,000 women in big ways and small.

The brand has created a microsite for women to know about their rights:

http://www.absamjhautanahin.com/

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