Godrej & Boyce reveals a film on International Women's Day

Godrej & Boyce, the flagship company of the Godrej Group, proudly unveils a thought-provoking brand film on International Women’s Day 2024, challenging entrenched perceptions of gender roles and celebrating the exceptional women who defy traditional norms in sectors traditionally perceived as male dominated. Committed to fostering a diverse and inclusive work culture, the Company advocates for equal opportunities for growth across all sectors.

Inspired by an international brand, the film embarks on an eye-opening social experiment involving individuals from diverse backgrounds, spanning college students to senior citizens. Participants are prompted to articulate their perceptions of roles such as welders, civil engineers, and mechanical engineers and other workplace roles that are historically associated with brute strength. The social experiment uncovers a prevailing societal stereotype – the tendency to visualize a man in these roles, despite the professions being gender-neutral.

In a powerful twist, the film introduces accomplished female employees from Godrej & Boyce, thriving in these sectors, delivering a resounding message that inclusivity transcends appearances and extends to individual perspectives. The narrative challenges the normalized notion that these roles are exclusively male, emphasizing the need to break free from preconceived notions and embrace diversity in all its forms.

Commenting on the brand film, Anu Joseph, Co-Founder and Creative Vice-Chairman at Creative Land Asia said “At Godrej & Boyce, every opportunity is taken to inspire people about the fields of STEM. And to tell the world how women in STEM are making a huge difference. This Women’s Day, we took the opportunity again to change perceptions with a social experiment.”