Conducts Pan India appeal to obtain 1 Million signatures
National, March 10, 2022: Continental Coffee has regularly advocated the strong role of women through its work culture and social campaigns. In light of International Women’s Day, the brand rolled out a Pan India appeal to earnestly urge dictionaries world over to change the meaning of the term weaker sex/gender. The trigger was a simple internet search for ‘Weaker Sex/Gender’ shows up as ‘women regarded collectively’.
The brand has always supported and propagated the role of women. International Women’s Day is not just one day but the launch of an idea which can be implemented and exercised all through the year. The concept supports the fact that every woman is strong both physically and mentally, which is proved from the fact that “the pain while delivering a baby is equivalent to the cracking of several bones”. If this was not enough, women go through several physical challenges in addition to playing the juggling act of donning several roles.
Based on these facts, Continental Coffee has launched a campaign appeal through Change.org to gather over 1 Million signatures both nationally and internationally through a concerted effort. The campaign is running across all social platforms – Instagram, Facebook, YouTube and LinkedIn. Four renowned strong women have been roped in to promote the cause. Brand Ambassador and actor, Nithya Menen joins Neelima Pudota – a mountaineer who decided to return 200 meters short of Mt. Everest’s summit to save her Sherpas life, Niharika Reddy, social activist and entrepreneur who served over 1000 plus meals to people daily during COVID, Meghna Raami, a veteran TV actress who started an NGO for children and Susheela, a yoga instructor at the age of 60.
Explaining the campaign, Preetam Patnaik, Head of Consumer Marketing, Continental Coffee said, “We at Continental Coffee have always stood strong for women and their inalienable rights. This is very evident with our workforce where 50% of employees are women. We truly believe in the saying that strong women wear their pain like stilettos; no matter how much it hurts; you don’t see the pain. Women face every hurdle with all their might and they are always ready to take on a new challenge. We call this Strength. We are optimistic about the initiative and truly believe the fact that women are indeed stronger and more resilient.”
The primary aim of Continental Coffee is to impactfully drive the point that women are not the ‘weaker sex/gender’. It is also to eliminate patriarchal perceptions and mind-sets and be vocal about the empowerment of women by questioning the status quo. This can range from just home duties to taking up a corporate role.
To make your vote count, please find herewith the link to the petition on Change.Org
Below is the link to the video, an initiative by Continental Coffee:
- Teaser Video – https://www.youtube.com/watch?v=WLOSnVER5hI
Watch the stories of each of the women profiled below:
- Neelima Pudota, mountaineer – https://www.youtube.com/watch?v=FvMExX6hPpY
- Niharika Reddy, social activist & entrepreneur – https://www.youtube.com/watch?v=dgGkgqknuBo
- Meghana Raami, running NGO for children – https://www.youtube.com/watch?v=No5RnMSvmyY
- Susheela, yoga instructor – https://www.youtube.com/watch?v=x2d646MaKSY
