MAM
#MeToo: Taproot Dentsu & iDiva pay ode to the movement
NEW DELHI: What started as an expos̩ on the predatory behaviour of Hollywood film mogul Harvey Weinstein became a global movement as women took to social media to share their experiences of being sexually harassed with the hashtag 'Me Too'. The movement took the world by storm, with the hashtag acquiring different forms and meanings in different places; but the essence of the stories being told held a common note Рof men in positions of power or trust, wielding their influence to take advantage of women and, in some cases, other men.
The movement highlighted how the culture of silence and complicity perpetuated a highly toxic and exploitative system where victims of molestation were afraid to come forward. ‘Me Too’ not only encouraged women to break this vice of silence, it also helped them heal and overcome.
Now, Taproot dentsu and women’s lifestyle community iDiva have come together to pay ode to the #MeToo movement through a powerful film that puts the spotlight on the conundrum of reporting abuse.
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The digital film titled Nip in the Bud shows an aspiring young woman, fresh out of college, going to meet a powerful tycoon. Her interactions with him quickly go awry as he intrudes into her personal space. The young woman initially gives him the benefit of doubt – perhaps he was treating her like his daughter. Until he crosses the line of propriety and begins to touch her inappropriately in earnest. When she puts a stop to this and attempts to leave, much to her dismay, he threatens that she would not make a career with this kind of attitude. The young woman goes into a café and tweets about the horrible experience. Here’s where the story takes a turn. Her tweet is read by a woman, who realises with horror that it was the same man who abused her years ago. In the end, the camera pans to show a photograph on the mantle where we see that the two women happen to be mother and daughter.
Taproot Dentsu Gurgaon creative head Titus Upputuru said about the film: “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the Bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story.”
Upputuru, who is also the writer and director of this riveting film, went on to say: “Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.”
Brands
Zomato film highlights bias faced by women delivery partners
International Women’s Day campaign shines light on everyday stereotypes
MUMBAI: A food delivery may arrive in minutes, but the journey behind it can still carry a few outdated assumptions. This International Women’s Day, Zomato has released a new brand film that shines a light on the subtle but familiar biases faced by women delivery partners during their daily shifts. The campaign nudges viewers to rethink a simple idea that still surprises many people: a delivery partner’s ability has nothing to do with gender.
Instead of focusing on training for delivery partners, the film flips the perspective and gently turns the mirror towards society. Through a series of everyday moments, from collecting orders at restaurants to arriving at a customer’s doorstep, women delivery partners encounter reactions that many recognise all too well. Curious glances, surprised expressions and questions that hint at disbelief follow them along the route.
In a playful cinematic twist, the delivery partners break the fourth wall to address these reactions directly, offering light-hearted responses that quietly challenge the stereotypes.
The campaign also reflects a broader shift in India’s gig economy. As of February 2026, Zomato has more than 3,500 monthly active women delivery partners who collectively deliver over five lakh orders every month.
Eternal chief sustainability officer anjalli ravi kumar said building an inclusive platform economy requires both opportunity and acceptance. She said that as more women step into roles across urban last-mile logistics, the ecosystem around them must evolve to ensure they can work with confidence and dignity.
She added that enabling women to participate safely and comfortably in such roles is essential if India is to move closer to the goal of 70 per cent female workforce participation by 2047 under the broader vision of Viksit Bharat 2047.
Alongside the campaign, Zomato has been strengthening safety measures for women delivery partners. The company offers a 24 by 7 SOS emergency support system available in more than 800 cities, connecting partners to ambulance services, police and an internal response team when needed.
Women delivery partners also have the option to avoid certain delivery locations between 7 pm and 5 am if they feel unsafe. In addition, city-specific WhatsApp support groups in the top seven cities help women partners communicate easily, raise concerns and seek peer support.
For deliveries to hotels, lodges or guest houses, women partners can complete the order at the reception instead of going up to individual rooms. The delivery partner app also allows them to flag difficult or unsafe areas as black zones. More than 300 such zones have already been identified and temporarily marked unserviceable.
Through the film and these initiatives, Zomato hopes to spark a broader conversation about inclusion in the gig economy, one delivery at a time.
