NEW DELHI: Uber India and Dentsu Webchutney have launched a new campaign to double down on their commitment to make every opportunity #WithinHerReach – a conversation that Uber started last year in collaboration with the agency.

It is based on the insight that the lack of remote-working options and rigid working hours have kept women away from the workforce. But the new normal offered a new concept as Work(ing)-From-Home began to function as the only option - at least for a long while. Suddenly, second careers began to work for women, as did night shifts and jobs anywhere from around the world.

The campaign has been launched on the back of a print ad in an English daily and has already sparked conversation on the subject across LinkedIn, Twitter and Instagram.

Dentsu Webchutney vice president Priyanka Borah said that with WFH and remote-working opportunities, fewer women will feel compelled to drop out of the workforce. “And as a result of this, more women will grow into senior leadership roles. It’s taken a pandemic for us to get here - but it’s important we seize this silver lining to move forward,” she noted.

Uber marketing director APAC Sanjay Gupta added, “2020 has been a year to forget but it did have one silver lining. More Indian women entered the workforce during the pandemic-induced lockdown, attracted by the possibilities of working remotely and on flexible hours. As we enter the new normal, let's continue to fuel this momentum and make flexible work and WFH essential elements of corporate India.”