ITC Vivel releases its new campaign #RespectWorkForHome to celebrate the unconditional contribution of homemakers
On the occasion of Women’s Equality Day, ITC Vivel with its brand philosophy ‘Ab Samjhauta Nahin’ launches its campaign #RespectWorkForHome to celebrate the diligent, relentless, and unconditional contribution of homemakers.
The brand brings to the fore, a reticent yet age-old issue that discriminates not only on basis of gender but also the basis of 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 smooth process-oriented functioning of a household that is no different than managing work at a professional workplace. It touches upon an important facet of equality and encourages everyone to accord equal respect for 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.
Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC, in support of the campaign states, “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.”
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