Brands
Innovation is our primary driver: Anirban Banerjee
Mumbai: Eveready Industries India Ltd (EIIL) along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, conceptualised by Ogilvy India, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.
For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.
According to the Georgetown Institute 2023 Women, Peace and Security Index, The sense of safety among women aged 15 years and above in India has seen a decline. In 2017, 65.5 per cent of Indian women reported feeling safe, but this figure dropped to 58 per cent in 2023. The index gauges the safety perception of women walking alone at night in the city or in the area where they live.
Indiantelevision.com caught up with Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee where he discussed the safety issue and also highlighted key elements on how the product shares the message and how it can create an impact and more…
Edited excerpts
On the inspiration behind Eveready Siren torch and its alignment with the brand’s overall product strategy
As a torch company, we recognise the importance and history of our product, especially in the context of a developing country like ours, where safety remains a significant concern, particularly for women on the go. Despite the advent of modern technologies like AI, the torch has long served as a fundamental tool for safety. To enhance the value of this trusted product, we aim to raise awareness about its role not only in providing light but also as a crucial emergency tool. Ideally, no one should face harm, but in the unfortunate event that they do, this torch can be indispensable. In emergencies, one in a hundred people can create sufficient light and sound to alert others and seek help. Its small and compact design ensures easy accessibility.
On Eveready Industries collaborating specifically with India Signing Hands for the #AwaazUthaneyKaPower campaign
Partnering with India Signing Hands for this cause is a perfect fit. For individuals without a voice, the ability to make themselves heard in dangerous situations is critical. Imagine being in danger and unable to shout for help. This small torch can amplify your voice with a simple pull, making it an essential tool for those who cannot speak. If they can use it effectively, so can anyone.
On the idea for this campaign and the outcome you hope to achieve from it
Our campaign aims to be realistic and impactful. While we produce many torches and don’t hold press conferences for each launch, this particular torch carries a purpose and message. Our advertisement features real individuals rather than actors, emphasizing the genuine experiences and needs that inspired this product.
On the Eveready Siren torch addressing accessibility issues, particularly for the deaf community
Upon collaboration, we gained access to their channel and are now reaching out to various organisations, including the Ministry of Social Welfare. We will pitch this torch as a simple yet effective device that produces noise when needed. Whether or not we receive external support, we are committed to doing everything we can to promote and distribute this product. As Mr. Alok mentioned, India has approximately 68 million individuals in the deaf and challenged category. Educating and making this population aware of and accessible to this torch is incredibly powerful.
Eveready’s plans for promoting the Eveready Siren torch and continuing to support accessibility initiatives
Innovation is our primary driver, especially in the categories of batteries and torches. While some innovations are large-scale, others are subtle yet significant. This torch represents a straightforward and practical idea tailored for the Indian audience, which spans beyond metropolitan cities like Mumbai to numerous towns and villages. Our future plans include expanding into other categories, particularly portable power devices, for which Eveready is already renowned. However, today’s focus is on showcasing how differentiation can make a significant impact.
Brands
Tata Consumer Products highlights workplace bias with no repeat campaign
Women often repeat ideas to be heard; Tata campaign spotlights bias
MUMBAI: In many offices, a familiar moment unfolds. A woman shares an idea in a meeting. The room nods politely, then moves on. A few minutes later, someone else repeats the same thought and suddenly it lands.
This International Women’s Day, Tata Consumer Products is drawing attention to that quiet but persistent workplace dynamic through TheNoRepeatCampaign, an initiative that highlights how often women must repeat themselves before their ideas are acknowledged.
Conceptualised by Schbang, the campaign centres on a mockumentary-style film featuring a corporate employee known simply as “Doobara”, which literally means “again”. The character symbolises the many women across workplaces who find themselves restating their ideas during meetings, brainstorms and presentations before they receive recognition.
The campaign is grounded in research that reflects a broader workplace pattern. According to McKinsey & Company’s Women in the Workplace 2024 report, 39 percent of women say they are interrupted or spoken over in professional settings. Research by Perceptyx in 2022 adds to that picture, with 19 percent of women reporting frequent interruptions and 42 percent saying it happens at least sometimes.
Tata Consumer Products head of corporate communications and investor relations Nidhi Verma, said the campaign aims to bring a commonly experienced but rarely discussed bias into the open.
“Workplaces thrive when every voice is heard the first time it speaks. With #TheNoRepeatCampaign, we wanted to shine a light on a bias that many women experience but rarely gets called out openly. By encouraging teams to listen more consciously and acknowledge ideas fairly, we hope to create environments where contributions are valued for their merit, not the number of times they need to be repeated,” she said.
The film cleverly mirrors the very behaviour it critiques. Through deliberate repetition in the storytelling, viewers experience the subtle frustration of having a point overlooked until someone else echoes it back to the room.
The initiative also ties into Tata Consumer Products’ internal SpeakUp culture, which encourages employees to share ideas and feedback openly while emphasising the shared responsibility of listening and acknowledging contributions.
Schbang president of solutions Jitto George, said the insight behind the campaign came from everyday workplace observations.
“The insight was simple but powerful. Many women have experienced moments where their ideas gain traction only after someone else repeats them. We wanted the storytelling to reflect that reality in a way that feels relatable, slightly uncomfortable and difficult to ignore. The mockumentary format helped capture that everyday dynamic while prompting viewers to rethink how conversations unfold in their own workplaces,” he said.
Aligned with International Women’s Day 2026’s theme, “Give To Gain”, the campaign underlines a simple message. When organisations give attention, acknowledgement and visibility to women’s voices, the entire workplace benefits.
After all, when good ideas are heard the first time, they do not need a second attempt.
