Welspun, the domestic brand of Welspun India Limited, launches a multi-faceted campaign called #ChaloPaltai this Durga Puja. Through this campaign, Welspun attaches even greater importance to convey the benefits of reversible roles.
Inspired by Welspun’s reversible bed sheets, the campaign includes a play about the word reversible, and a reversible play by displaying stories of powerful women who develop gender norms and social limitations to change the roles usually dominated by men like Purohits, Dhaki’s and Sculptors.
Outdated social standards and stereotypes prevent not only society but also women from realizing their abilities. These age-old norms limit the expectations of what men and women can and should do. These barriers hinder the growth of women and the overall growth of society as a whole. Realizing the need for reform in terms of gender standards, Welspun launched its #ChaloPaltai campaign to violate gender standards. The campaign’s underlying idea is to motivate people to change their perspective when they see certain roles. Through this, Welspun will share stories of women who lead this goal by connecting themselves to the roles of men like Purohit( priests), Dhaki, sculptor, etc.
Under this campaign, the brand has partnered with the popular Bakul Bagan Pandal, where female Dhakis will showcase their talents. Through the stands set up at the pandals’ entrance, the brand requests that everyone who visits to take a vow for role reversal and gender equality. They will also encourage audiences to take more vows through social media platforms such as Facebook and Instagram.
Nemisha Ghia, CEO, Welspun India Ltd. Domestic Business, said, “We have always worked for gender equality in Welspun, by encouraging women to play a greater role in the governance of the manufacturing sector. Thus, through the #ChaloPaltai campaign, we want to consolidate and change efforts by encouraging individuals to change their roles by assuming roles that are normally reserved for the opposite sex”.
Ogilvy Group Creative Director Sriram Arathy said, “Problem-solving is about changing thinking and habits. Jobs and passion are gendered neutral. We received a humble bed sheet to get this message out”.
The campaign will be live across platforms such as YouTube, Facebook, Instagram, and Radio, along with an on-ground presence.