Guwahati: The last 18 months have reset the world and the way it functions. While the new normal has introduced effective working models for professionals, it continues to be onerous and challenging for homemakers. Women have juggled roles and responsibilities for decades but the discrimination in expectations continue to persist between working professionals and homemakers. Homemakers are often denied their rightful share of appreciation, respect and acknowledgement.
This year on Women’s Equality Day, ITC Vivel with its brand philosophy of ‘Ab Samjhauta Nahin’ takes an inclusive step forward to bridge this gap in expectations. With its campaign #RespectWorkForHome, the brand celebrates the diligent, relentless and unconditional contribution of homemakers.
ITC Vivel brings to the fore, a reticent yet age old issue that discriminates not only basis gender but also basis the work done. In a video led campaign, Vivel Ab Samjhauta Nahin showcases a nuanced…