In a category overflowing with celebrities, leading soap brand Vivel has launched a campaign to talk about ‘ordinary and integral’ homemakers.
Vivel, owned by the leading FMCG company ITC, launched its new brand campaign in a well-conceptualized instance of moment marketing around Women’s Equality Day. While the day may have origins far away from India, the theme it touches upon – of women’s rights and equality – has universal relevance.
“The brand has opted to address the homemakers, who are often denied their rightful share of appreciation, respect and acknowledgement,” said Sameer Satpathy, divisional chief executive, personal care products business, ITC Limited, talking about the genesis of this nuanced facet of equality.
Creative and ‘equal’ narrative
The campaign #RespectWorkForHome aims to celebrate the diligent, relentless and unconditional contribution of homemakers.
The film, made in the montage style, visually brings the spotlight on the various chores that are done by the homemaker to ensure that a household functions smoothly, which is as equally important and complex as managing work at a professional workplace.
The campaign and the brand world
This campaign is in line with Vivel’s previous work, which has depicted a progressive journey to create a more gender-equal society in a sea of celebrity-obsessed players.
Satpathy continued: “The brand message goes beyond a beauty discourse to address attitudes and behavior toward women.”
The brand philosophy has been around “encouraging discussions around age-old biases, inspiring men and women to question the limits that they have been conditioned into accepting and empowering them to live fuller and equal lives”.
Taking this thought further, the current campaign presents the subtle nuances of equality at home and seeks to bring it to the fore, and encourages everyone to accord equal respect for homemakers.
History of the day
The special day is celebrated every year on August 26 to commemorate the establishment of an American’s universal right to vote, which could not be denied or abridged based on gender.
The Nineteenth Amendment to the US Constitution granted all American women the right to vote.
The day was formally designated as Women’s Equality Day in 1971 by the United States Congress to mark the continuous efforts made by women to achieve equal status in society.