MUMBAI: Ahead of International Women’s Day this year, Opancho, a for-women-only contemporary footwear brand, has launched a social and digital media campaign titled #Youareyou that highlights and celebrates the uniqueness of every woman individual. The internet campaign showcases powerful stories of some of India’s successful women personalities who have broken the glass ceilings to achieve something meaningful and big in their lives/careers.
The messaging of the campaign revolves around encouraging women of the present day to be their true self at all times and in any kind of situation whatsoever; it basically urges a woman that she should never feel obligated to change her unique personality traits, views, and opinions, etc. only to conform to societal stereotypes.
This online campaign is inlines with Opancho’s brand vision of enabling women to take complete charge of their lives and lifestyle choices. Four Founders PR, a Delhi-based strategic public relations and communications consultancy management firm has been bestowed the responsibility of planning and executing the campaign activities on behalf of Opancho.
The initiative has already onboarded 11 prominent women influencers (whom they call as ‘Boss Babes’) from diverse backgrounds to be the initial faces of the campaign; the names of these campaign ambassadors are Shweta Tanwar (entrepreneur), Heena Gupta (actress), Tulip Sehgal (model), Saru Mukherjee (mom blogger), Aadhya Sharma (fashion blogger), Vaishali Thaperr (model & stylist), Shiwali Bola (anchor), Upasana Lamba (YouTuber), Tanya Sharma (lifestyle influencer), and Kaamna Singh (air hostess).
Explaining the thought behind the newly rolled out campaign, Opancho founder-director Dipika Agarwal said, “Being a woman in India is not easy. One of the major reasons that deter women to be the best version of themselves is the questioning and constant criticisms of the people around them. Also, the hardwired conditioning of the patriarchal society many times makes women believe that their own judgments are flawed, and they need to change their personality attributes to fit into society. At Opancho, we have always believed that women are incredibly powerful and capable of breaking all such myths and social stereotypes. So, through our company’s latest digital campaign, we are taking a step ahead to remind every woman to not let go her distinctive personality in trying to satisfy anything or anyone; just be confident and proud of yourself, because even if you seem to be different, ‘You are you’.”
Four Founders PR CEO and founding partner Anjali K. Gupta said, “As a women-led public relations agency, we feel extremely proud to be the implementation arm of Opancho for this innovative campaign. In our society, women have been unfortunately projected as the ‘weaker sex’; but this perception is too far from the truth. Modern independent women are increasingly realizing that they should always live by their own choices and decisions. And in doing so they should never ever pause or stop, even if they apparently become ‘everything they are not supposed to be’. Keeping these aspects in mind, we conceptualized this campaign which not only celebrates the spirit of womanhood but also emphasizes the individuality of every woman.”
The campaign went live on platforms like Facebook and Instagram, 6 March onwards. As a part of the campaign, a series of video clips, images, posts, and social stories would be published at periodic intervals by the official social handles of the brand as well as its campaign ambassadors. While maximum engagements for the campaign are expected to happen in the upcoming Women’s Day Week, Opancho would be taking the same hashtag ahead for a longer tenure, i.e. at least for the next 6-8 months, and further attempt to collaborate with many more inspiring women personalities pan-India, including but not limited to celebrities, stylists and fashion divas, women-entrepreneurs, and women’s rights activists.
