Guwahati: A more gender equal inclusive world begins with how individuals choose
to challenge biases and stereotypes. The confidence to think free and own the life choices for a woman
is a perspective that needs to be instilled at a young age. This International Women’s Day, ITC Vivel
changes the narrative with its unique interpretation and rendition of this year’s global theme ‘Choose
to Challenge’. In line with its philosophy of Ab Samjhauta Nahin, Vivel presents the Women of
Tomorrow in an encouraging conversation that reimagines an unbiased, ungendered, bright and
confident future for young women.
Women since their childhood have conformed to a prescriptive behavioral norm which perpetuates
stereotypes and gender-based biases. Vivel’s initiative this women’s day is to enable parents to
break free and consciously begin a transformative journey to nurture a child, especially a girl
child’s individuality and confidence with positive affirmations from a young age.
The campaign demonstrates the importance of this transformative journey and encourages everyone
to nurture the dreams and aspirations. The conversation starter is portrayed in a digital film that lays
emphasis on having positive conversations with children about their own choices, likes and
aspirations irrespective of their gender. Children don’t define their ambitions, or qualities from a
gender lens nor do they limit their thinking. Why then should this innate free thinking process be
molded into a gendered prescriptive patriarchal narrative as they grow? ITC Vivel catalyzes this much
needed change in attitude towards instilling confidence and nurturing freedom of choice at a young
age.
Some lessons are truly taught young and this campaign also marks the launch of ‘Vivel Voice of Art
Junior’ edition. The theme of conditioning, its many faces and implications in everyday life was
examined by the brand’s ‘Voice of Art’ campaign last year. It brought together a large collective of
young artists to weave a new age narrative on Equality through Art. This year, the brand welcomes
children into this fold of ‘unconditioning’. The brand urges parents to help their children create
‘confidence’ boards wherein children affirm what makes them strong, unique and beautiful. Parents
can then turn these boards into art and share it on the brand’s social media pages to motivate other
parents to help nurture this thought in a unique and an endearing way exploring life’s colors together.
Link to video: https://youtu.be/PSoT4m34lKA
Vivel believes every ‘No Samjhauta’ journey is unique and important. The Vivel Voice of Art Junior
campaign goes live on March 8 th and will be accepting confidence board art from consumers till March
21 st , 2021.
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