Shaadi.org, Shaadi.com’s social initiative wing, announced a campaign to raise awareness about women’s low workforce participation. As part of the initiative, the platform created a social film, alongside partnering with organisations like Udayan Care across the country to champion women’s financial independence with a mission to bring married women back into the workforce.
“Financial independence is a cornerstone of experiencing true independence. This Independence Day, we envisioned delivering a message that is both impactful and hopeful, reflecting our endeavour to change the present situation of married women in India. While our social film sparks awareness, we are also actively partnering with initiatives providing livelihood opportunities to women. At the same time, we aim to work towards positively influencing societal mindsets to build a more equitable nation and the world at large.” Adhish Zaveri, VP-marketing, Shaadi.com, said.
According to the company, their latest initiative was also amplified through various pages on social media platforms to further drive the narrative. The video revolves around a man narrating a story of a female ghost who used to haunt and then suddenly stopped. Upon asking his audience the possible reason why, a kid replies stating she must have gotten married and quit her job. What follows is statistics on women’s participation in the workforce.