Amar Ujala takes a gender equality stand with 'Beti hi Bachayegi'
Amar Ujala has roped in Madhuri Dixit Nene as the goodwill ambassador. The campaign has a media spread across Uttar Pradesh & Uttaranchal, as well as on the paper's website
Gender equality and women’s empowerment are two sides of the same coin. Both have multiple dimensions that together yield a wide variety of indicators.
In order to build the same, Amar Ujala has taken an initiative for the first time in Uttar Pradesh and in Uttaranchal, called ‘Beti hi Bachayegi’, which signifies the need for recognising the unlimited possibilities that girls and women bring to the society. The project revolves around further educating the mass base on gender equality and women empowerment by bringing together the various segments of the society through various engagement platforms.
The objective behind the campaign on the social front is to create awareness against gender inequality which exists in our society and change the mindset of the people by organising a mass campaign interacting with all sections of society.
When asked about the objective behind this initiative, Sunder Narsimhan, National Sales Head, Amar Ujala said, “Issues like these are big and of late have become the key concerns of the nation. Consumers are becoming aware, but are still not educated enough to understand the long term effects and causes at large.”
This whole initiative is aimed at creating awareness and bringing about a change in the society, where a girl or a woman is looked as the future of the society and is considered far more empowered, knowledgeable and self-sufficient.
When asked what leverage the Amar Ujala brand is getting out of the initiative, Narsimhan replied, “We have been doing such activities in the past in small measures, but never on such a large scale. As a responsible media house with strong readership base we feel it is our duty to take up activities which matter in the long run.”
The group has strategically accepted to join hands with an upcoming social flick, ‘Gulaab Gang’ which stars Madhuri Dixit Nene. She has been roped in as the goodwill ambassador for the brand, and the paper is using the campaign on a 360-degree media spread across Uttar Pradesh and Uttaranchal, as well as on digital platform – www.amarujala.com.
The group is also engaging the readers with various activities such as calendar painting, nukkad natak, and marriage registration.
