ITC Vivel collaborates with Kubbra Sait for video on women’s equality

This Women’s Equality Day, know that from wanting to behave silly to being taken seriously, from wanting to save the world to wanting to feel safe yourself, your wants are not too much. Watch Kubbra Sait weigh her wants and needs in this piece called ‘I want’. 

Kubbra in a freewheeling monologue echoes the brand philosophy of ITC Vivel’s #AbSamjhautaNahin, designed to educate, believe and celebrate gender equality with the firm belief that no one should have to compromise on their dignity or be discriminated against.

Echoing the sentiment of millions of women, Kubra effortlessly talks about things she wants to do in her personal and professional life without being subjected to challenges and dangers of safety, judgment and discrimination. Kubra’s monologue mirrors the stark reality of our society today and how women in India have to constantly function in a state of vigilance watching out for perceptions being built against them and their choices.

Each wish that Kubra states morphs into a glaring question on issues gender gap and inequality, women’s safety and discrimination.  Like every other woman in India, Kubra simply wants to be free – free to be and free to make her own choices and her inspiring monologue gently nudges the viewer to consider the cultural forces that impact how women are actually treated despite formal law, education, employment or income. Women have learnt to modify their behaviour to feel safe – they don’t go out alone unnecessarily; come home at night before dark; get permission to go out; are always careful and alert; and they censor their speech, their clothes and their body posture. It is time we all have our simplest wishes come true.

“Today, ITC Vivel calls for women to ‘uncondition’ themselves - To question time-worn mindsets and the social fabric that tends to stereotype. All in hope to inspire a collective of young individuals to be equality champions and empower others for a more gender-equal India,” the company said in a statement.

“This Equality Day let’s work towards propagating the ‘Belief’ that no one should have to compromise on their dignity or be discriminated against, embarking on a progressive ‘Journey’ that calls upon women to uncondition themselves ; To question time-worn mindsets and the social fabric that tends to stereotype and ‘Celebrate’ education and awareness for an equal life,”

 The video is conceptualised and produced by Kommune, and written by Kubbra Sait.