Vitamin Stree has collaborated with INKHer to unveil an inspirational film featuring women from diverse professions encouraging other women to join the workforce and excel in it, no matter where they are in their career.
The spot features a pledge which is tied together with the statement 'Start, Restart, Rise' – each signifying women in different stages of their career. Start signifies women who are just starting to build a career and their own identity; restart signifies men who took a break from their work due to personal reasons and are getting back into it, and rise for women who are doing exceptionally well.
The women featuring in the video are Anupama Chopra, founder, Film Companion, Zia Mody, founder, AZB & Partners, Shaheen Mistri, founder, Teach For India and Vita Dani, co-owner, Chennaiyin FC.
Lakshmi Pratury, founder and chief executive officer, INK said: “The strategy behind INKher is to catapult the journey of women from all walks of life by providing the necessary mindset and skilling. This video is the first step to provide the inspiration that is necessary to get into that innovative mindset"
Ankita Shetty, executive producer, Vitamin Stree said: “The economic participation of women in India is appallingly low. There is a sincere need to bridge these gender gaps in the India and INKHer is doing exactly that. We at Vitamin Stree were truly inspired by INKHer's initiative and were happy to collaborate with them and create their launch video.
"This piece encourages women to join the workforce and excel in it, no matter where they are in their career. Zia Mody, Shaheen Misty and Anupama Chopra are just of a few of the incredible women featured in the video, each one of them has found success in their respective fields and are great role models for young girls, women and men alike. Together with this effort, Vitamin Stree has created a range of content around women in the workplace and have released a video on the participation gap in India on our YouTube channel.”