ITC Vivel’s ‘Voice of Art‘ brings together one of India’s largest collective of young artists to compose a new age narrative of equality through the medium of art. To remember and celebrate Gender Equality Day, Vivel Voice of Art brought together many young artists and their interpretations against patriarchy.
Vivel encourages and motivates women to say ‘Ab Samjhauta Nahin‘, through the entries they had received from artists all over the country. According to the brand, the ‘V’ in Vivel stands for Voice of the Vivel woman, motivating to challenge the status quo on gender-based stereotypes and the mindset behavioral norms which they need to conform to.
Sameer Satpathy, the Divisional Chief Executive, personal care products business, ITC, commenting on ‘Voice of Art’ said, “With this, Vivek Ab Samjhauta Nahin’ the company aims to inspire a group of young people to express themselves through their independent Voice against patriarchy. We are very encouraged to see the remarkable response and believe that the emerging expressions will help reframe perspectives, as artists will imagine a more equal world.”
Art has always been a powerful medium of communication and expression since time immemorial, to make a change and empower a voice. Throughout human history, art has frequently been used as a significant tool to narrate different aspects of culture and react against the inequalities and injustice happening in our society. Vivel with its view of Ab Samjhauta Nahin boarded on a rare honorary and expressive initiative with Vivel’s Voice of Art. The passionate expression on canvas is a reflective yet ahead of time expression against the patriarchy.
Hence, Vivel’s Voice of Art is a way to inspire to create a more equal society. To celebrate Gender Equality on August 26th, the brand introduces a different platform to the young artists through Voice of Art. Vivel Voice of Art celebrates equality this month, by bringing together young artists and their heartfelt expressions against patriarchy, be it stereotyping based on gender or attitude or attire, highlighting the pay gap, expectations from the society set based on gender. With about 400 art entries received from the artists across the country, sharing their expression of a progressive and equal society, Vivel Voice of Art marks the beginning of a rare expression that encourages and motivates women to say Ab Samjhauta Nahin.
