Winning in the brand new Glass Lions category, which was created in partnership with Sheryl Sandberg’s organization Lean In, the award recognizes work that rejects stereotypes and confronts prejudice and inequality through the conscious portrayal of gender in advertising.
WATCH SHERYL SANDBERG TALK ABOUT THE GLASS LION HERE AND WATCH THE #LIKEAGIRL CAMPAIGN HERE.
E-tailer giant Myntra‘s latest advertisement #AnoukBoldIsBeautiful features a young lesbian couple preparing to meet Indian parents together for the first time in one of a series of thought-provoking retail ads celebrating bold women that have gone viral on social media.
With nearly one million views on YouTube in two weeks since going live and countless positive mentions and discussions on social media platforms like Facebook and Twitter, #AnoukBoldIsBeautiful is a courageous celebration of equality in India, an encouraging representation of a rapidly changing society whose archaic laws still classify homosexual acts as illegal.
WATCH THE VIDEO HERE AND READ “TANISHQ’S NEW AD PAVES WAY FOR NEW INDIA” HERE.
As the voice in the video clip, Padukone narrates a monologue penned by writer Kersi Khambatta where she asserts a woman’s right to choose how she lives her life in all aspects: “To wear the clothes I like… To marry, or not to marry… To love a man, or a woman, or both…”. Khambatta is the co-author of two of Adajania’s previous films, Being Cyrus and Finding Fanny.
“In my family, my father is the only male in the house, but all of us have a voice,” Padukone tells Vogue India. “I’ve always been allowed to be who I want to be. When you’re not caged, when you don’t succumb to expectation, that’s when you’re empowered.”
My Choice is the third short film in the #VogueEmpower campaign, a women’s empowerment initiative launched by Vogue India in October 2014. The previous two films starring Madhuri Dixit and Alia Bhatt address domestic violence and women’s safety.
With more than 1.9 million views and counting, the video has received much support on social media from the fashion and film fraternity.
READ MORE ABOUT THE VOGUE EMPOWER CAMPAIGN HERE AND WATCH ALIA BHATT IN THE SHORT FILM “GOING HOME’ HERE
The Clinton Foundation made prominent American women, including TV show host Padma Lakshmi, actor Scarlett Johansson and cultural icon Rosie the Riveter, vanish from billboards, bus shelters and magazine covers on March 8. The Not There campaign, created in collaboration with advertising agency Droga5, was designed to draw attention to the Foundation’s No Ceiling’s initiative, using media platforms to present the idea that women are “not there” yet in terms of equality.
Star Sports India released a video ode to the country’s sportswomen with #CheckOutMyGame, which featured champions like boxer Mary Kom and badminton player Saina Nehwal. Opening with the question “You want to check out my game?”, a play on the line commonly used by men who objectify women, the video then makes the viewer shift focus to the sportswomen’s athletic prowess.
“Purpose-driven marketing campaigns have taken off in recent years, as companies look for new ways to connect with their consumers,” said Jim Stengel in New York Times, former CMO at Procter & Gamble. #futureisfemale is the trending topic that creates the strongest connect.
READ MORE ABOUT THE CLINTON FOUNDATION’S CAMPAIGN HERE AND PANTENE’S SORRY, WE’RE NOT SORRY ADVERTISEMENT HERE
The brand plans to build a dedicated editorial team based in Mumbai and New Delhi to create localized digital and social media content, who will report to Mashable’s U.S.-based team: executive editor Jim Roberts, managing editor Jonathan Ellis and global news editor Louise Roug.
“This intersection of technology and digital media with culture and society is what makes India such a natural place for Mashable to grow,” writesAdam Ostrow, Chief Strategy Officer at Mashable, “Moreover, Indians have already shown us that they are hungry for Mashable content: It’s one of our top five markets worldwide, and our recent visit to India for the India +SocialGoodconference, with hundreds of members of India’s technology community, was a rousing success.”
Moving forward from overt sexual innuendos and slapstick comedy, SuperBowl XLIX advertisements took a refreshingly serious turn this year by treating a range of somber subjects with inspiring messages of empowerment.
In addition to NO MORE, whose PSA we featured last week, UltraViolet also addressed the often sidelined subject of domestic violence. Their 15-second spot, with the hashtag #GoodellMustGo, singled out National Football League (NFL) commissioner Roger Goodell who has been criticized for being an enabler of domestic violence within the football fraternity.
Feminine hygiene brand Always instigated a viral conversation around women’s empowerment by asking viewers to redefine antiquated connotations associated with the phrase #LikeAGirl, while Toyota starred world-class snowboarder and 2014 Paralympic bronze medalist Amy Purdy conquering the streets, slopes and dance floor to the triumphant words of Muhammad Ali.
Toyota’s second ad in the same series highlighted the importance of a father’s influence on the choices his children make, a sentiment echoed by Dove For Men, who payed tribute to loving dads at all stages of life.
Spotlighting technology, Coca-Cola tackled digital bullying and Internet trolls with #MakeItHappy, while Microsoft introduced the world to Estella Pyfrom, a remarkable woman who uses her ‘Brilliant Bus’ to empower young, underprivileged students by giving them access to digital resources and jubilant affirmations.
Why all the seriousness amidst a celebratory atmosphere? Because “marketers are trying to win over Millennials”, advertising executives tell The Wall Street Journal, “who researchers suggest are more likely to be drawn to brands that have a history of giving back to their communities.”
WATCH MORE SUPER BOWL XLIX ADVERTISEMENTS HERE AND LEARN MORE ABOUT PANTENE’S #SHINESTRONG CAMPAIGN HERE
In the wake of the Paris terrorist attack on the French satirical magazine Charlie Hebdo that killed ten journalists and two police officers, the slogan of solidarity “Je Suis Charlie” (“I Am Charlie”) has gone viral on social media sites, with thousands of supporters around the world uploading images.
At Moxie we’re known for creating and popularizing two hashtags that describe our work and passion with precision: #futureisdigital and my personal favorite, #futureisfemale. Looking back on an incredible year and preparing for another with both gratitude and unbridled enthusiasm, we are so proud of the hard-earned milestones that have punctuated 2014, many of which were born from a very powerful [digital + women's empowerment] equation that continues to define who and what this agency is and does.
In January of this year, we featured inspiring stories about superhero(ine) women Sara Blakely, Fatima Bhutto and Angela Ahrendts on our blog Moxie Insider and Brown Paper Bag launched their Photo Trail series with my Instagram images, which hold clues to the #futureisgreen food project we’re preparing to launch in 2015. Nokia empowered us to take our national Women in Media panel series and Moxie Mentorship program to Social Media Week Bangalore in February, during which time our panelists sparked an international furor amongst feminists on social media that resulted in articles in both Huffington Post and Firstpost.
The Huffington Post debuts Huffington Post India today on Monday December 8th 2014 in association with The Times of India Group and Times Internet. The New Delhi-based editorial team has launched Huffington Post India with leading stories about the recent Uber Delhi rape case, as well as featured blog posts by Huffington Post Founder Arianna Huffington, celebrated authors William Dalrymple and Chetan Bhagat, Bollywood actor Rahul Khanna, popular chef Vikas Khanna and more. “India has always held a deeply personal significance to me,” says Huffington in her blog post “Namaste: Introducing HuffPost India,” which focuses deeply on India’s spiritual roots and rituals, a topic central to Huffington’s life and work. Huffington promises that Huffington Post India will report on “all the challenges India is facing,” as well as ‘relentlessly tell the stories of what is working.’
Moxie Media is a boutique social and digital media agency passionate about creating stylish, unique and engaging online platforms and web campaigns for forward thinking individuals and companies who seek to successfully build their brand in today's exciting digital media space.