Categories Name : South Awards For Special Marketing
Sub-Category : Sustainable Marketing - Social Impact
Entry Name (Campaign) : Deserved Reserved - International Women's Day
The Campaign ‘Deserved Reserved’ was executed on the occasion of International Women’s Day. This year, the theme for IWD was ‘Inspire Inclusion’. The theme inspires collective action to ensure that women have equal opportunities, representation, and participation in all aspects of life. Our campaign too sought to foster the inclusion of women in all walks of life. By launching this campaign on IWD, Intellion Offices taps into a day when their target audience, which includes business leaders and professionals and policy makers, is already attuned to discussions around gender equality and workplace inclusivity. The campaign disrupted traditional perceptions of Chess by installing larger-than-life Chess sets at Intellion Office Parks engaging ~55,000 tenants across our four campuses. Notably, half of the pieces, painted in pink, demonstrated an equal representation of women in the army, all while adhering to the game's original rules. This underscores the notion that positions of power should be Deserved and not Reserved. Through this proactive move, Intellion offices by Tata Realty hopes to dismantle conventional stereotypes surrounding women in the workplace and endeavours to demonstrate that women deserve equal recognition and standing alongside men in every professional achievement and setting. Live size Chess Board Symbolism: Utilizing live size chess board with half the pieces painted pink vividly illustrates the principle that opportunities for women should be based on merit. This resonates strongly with the professional ethos of fairness and meritocracy that Intellion Offices promotes, appealing to an audience that values equitable professional environments.