Mumbai, 9th March 2023: With an aim to reshape perceptions about women participation in workforce and to promote gender equity, this Women’s Day Tata Realty & Infrastructure Limited (TRIL), a 100 percent subsidiary of Tata Sons, launched an impactful and visually appealing campaign- #UnBurden. The digitally riveting campaign urges the workforce to #UnBurden and embrace equity by using AR and inspirational illustrations wherein people can scan larger-than-life posters placed across Intellion office parks across India as well as on the digital platforms.
The ‘Unburden’ campaign will be running at all the Intellion commercial Offices parks across the country in an attempt to break stereotypes around women using humour, technology and facts to drive the message home. The initiative will also be rolled out across key industry partners and stakeholders with a scroll of the comic strip being shared with them for garnering maximum impact.
The #Unburden Experience is curated with a series of illustrations around the stereotypes attached to women, much in the style of ‘an ideal woman’ educational posters used back in the day.
Take for instance the age-old belief that working women are not good mothers. Using a self-designed AR filter, which when hovered upon the illustrations, uncovers the truth behind stereotypes by bringing them to life. The filter, upon scanning the QR code on the illustration, reveals how women have been successfully managing responsibilities of work and parenthood owing to their inherent ability to multitask.
The campaign has been extended across multiple social media platforms expanding to a larger audience while stirring conversations on the thought.
“When I entered the real estate industry, it was a ‘male dominated’ industry. Today I see many women leaders. At TATA Realty women have naturally grown into leadership roles across Marketing, HR, CS,Finance/Treasury, Projects, BD, Design. You name it we have it! Let us recognise the value women bring and create a culture that celebrates them. With UNBURDEN we want to break these stereotypes and throw light on all the wrong reasons behind them. We wish to change the narrative with this campaign and live up to its name UNBURDEN,” said Mr Sanjay Dutt, MD and CEO, Tata Realty and Infrastructure.
The campaign was live on the platform since the 8th March, 2023 where the illustrated posters were put up across Intellion office parks encouraging India-wide participation from employees, occupiers, and other stakeholders. Taking a constructive step towards debasing conventional thoughts associated with women in any occupational set up, Tata Realty aims at showcasing that women are to be put at the same pedestal as men in any workplace set-up while revelling on any professional achievement.
