Work From Home OR Work For Home: Do expectations differ?
Work From Home OR
Work For Home: Do expectations differ?
This equality day, ITC Vivel encourages equality of expectations with
#RespectWorkForHome
National, August 26, 2021:
The last 18 months have reset the world and the way it functions. While
the new normal has introduced effective working models for professionals, it
continues to be onerous and challenging for homemakers. Women have juggled
roles and responsibilities for decades but the discrimination in expectations
continue to persist between working professionals and homemakers. Homemakers,
are often denied their rightful share of appreciation, respect and
acknowledgement. This year on Women’s Equality Day, ITC Vivel with its brand philosophy of Ab Samjhauta Nahin takes an inclusive step forward to bridge this gap
in expectations. With its campaign #RespectWorkForHome, the brand celebrates
the diligent, relentless and unconditional contribution of homemakers.
ITC Vivel brings to the fore, a reticent yet
age old issue that discriminates not only basis gender but also basis the work
done. In a video led campaign, Vivel Ab Samjhauta Nahin showcases a nuanced
approach to equality. The film
shines the spotlight on the various chores that enable a smooth
process-oriented functioning of a household that is no different than managing
work at a professional workplace. It touches upon an important facet of equality and encourages everyone to accord equal respect for both working
professionals and homemakers. The film
is a collective portrayal of strong women who have made their own choices to
ensure happiness and wellbeing of their families.
Watch the film here: https://www.youtube.com/watch?v=fISCSlNF3FI
Sameer Satpathy, Chief Executive, Personal Care Products Business
Division, ITC Limited, in support of the campaign states, “Equality is a fundamental right. However, inequality of expectations
often undermines the true construct of equality. Work from home or work for home, both are
demanding and frequently require one to juggle multiple responsibilities. With
its campaign, #RespectWorkForHome, Vivel Ab Samjhauta Nahin, broaches an
important conversation to encourage equality of expectations and respect for
everyone.”
Vivel with its philosophy of Ab Samjhauta Nahin actively supports
equality and has been on a progressive journey to create a more gender equal
society.
About Vivel Ab
Samjhauta Nahin
Vivel Ab Samjhauta Nahin with its unique Know Your Rights initiative is
working extensively with colleges across India to empower everyone with the
knowledge of rights and build equality champions across the nation. More than
700 colleges have experienced the workshop co-created with one of the most
renowned legal authorities in India, Ms. Karuna Nundy and around 1 lakh
students have actively participated in the workshops that began its outreach in
2019.
Vivel has also collaborated with Azad Foundation India to launch
‘Parvaz’ a feminist leadership programme to empower women and transform
communities. The project in its third year now has already introduced more than
40 community leaders in the last two years who have helped transform lives of
more than 60,000 women in big ways and small.
To know more about
your rights, visit –
http://www.absamjhautanahin.com/
Join us to spread the
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