Vivo unfolds Women's Day campaign – Joy of Equality

Hyderabad Marking the International Women's Day, vivo, the global smartphone brand, has announced the launch of its new digital campaign, "Joy of Equality" that highlights gender stereotypes prevalent within society. The brand aims to enthuse audience to introspect and take corrective measures to break the psychological shackles.

The campaign stems from the thought that Joy is incomplete without equality. It has been conceptualised by Dentsu Impact, the leading creative agency from the house of Dentsu Aegis Network India. Backed by a strong narrative, the film pans through various phases in the life of women that shows how they are treated differently and are asked to 'pose' for society.

The film is a montage of different 'poses' for the camera by different people at different stages of life; from an infant to the elderly seen through the lens of the camera as a dispassionate observer. Through occurrences that may be seen as commonplace, it tries to bring to light the inequality in the treatment meted out to women right from birth.

The film aims to remind everyone that we all are equal and the only pose that matters in real life is the pose of equality. Associating with the cause, renowned celebrities/ influencers like Zoya Akhtar, Bhumi Pednekar, and Jim Sarbh have come forward to lend their support to the campaign.

"Our brand purpose, 'to create a world of joy' is incomplete without Joy of Equality. Through this campaign, we aim to showcase the gender biases women go through in life through relatable real-life experiences. The DVC is an attempt to seed the idea of a society where every woman is free to be the way she wants to be, without being judged, and without being cajoled, Yogendra Sriramula, Director Brand Strategy, Vivo India, said.