Sony SAB's #HameshaKaHiKyun Campaign Promotes 'Vanshaj' Show

Mumbai, 13 June 2023 – In today's dynamic and evolving society, women continue to face formidable obstacles in their quest to prove their worth in leadership positions. The enduring belief that only men possess the inherent qualities to excel in such roles has significantly restricted opportunities for women to demonstrate their capabilities. To shed light on the current reality of gender disparity in India, Sony SAB has recently launched a digital campaign #HameshaKaHiKyun for their new show ‘Vanshaj’.

The campaign highlights the fact that only 15% of board members in Indian family businesses are women, and the percentage of women holding Senior VP roles has decreased from 18% to 13%. This unique campaign aims to challenge gender stereotypes and advocate for inclusivity in leadership roles.

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Since its launch, the campaign has gained considerable traction by showcasing the lack of female representation in corporate leadership roles through a series of impactful videos. The success of the campaign reflects the growing desire for change and the urgent need to amplify the voices of women leaders.

Sony SAB's new family drama, ‘Vanshaj’ takes centre stage to delve into the complex dynamics of a legacy business empire, challenging conventional patriarchal narratives. By debunking the notion that women cannot rightfully inherit family businesses, ‘Vanshaj’ aims to shatter the glass ceiling and emphasize that leadership and entrepreneurship should be determined by one's abilities rather than their gender. The show airs on Sony SAB, Monday to Saturday at 10 PM.

Commenting on the success of the campaign and launch of the show, Vaishali Sharma, Head of Marketing - Sony SAB, said, “Sony SAB as a brand believes in real stories & real emotions, exploring new and more relevant themes that resonate with the lives of our viewers more closely. Vanshaj is one more forward-looking show from the channel which explores the challenges regarding inheritance even in today’s world. Using a sharp consumer insight helped us come up with a strong consumer campaign both for mass media and digital, riding on the understanding that most family owned business often choose a male heir to take over the reins. Exploring this very theme of capability vs inheritance, we came up with our campaign thought #HameshaKaHiKyun."

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