MAM
ITC re-launches face cream Charmis with Kajol
MUMBAI: Face cream Charmis has been around for over eight decades and now ITC has given the product a fresh new look.
A new TV campaign that captures the values and essence of the brand – ‘Achchaai Jo Chehre Par Nazar Aaye’ has been rolled out to celebrate the goodness, painstakingly nurtured and instilled in children by every mother.
The campaign recognises and celebrates the lessons best learnt from mothers and how they guide children to make the right choices as they navigate through the maze of life and respond to challenges and conflicts thrown up each day.
ITC Limited chief executive of personal care products business Sameer Satpathy says, “It is a moment of pride for us to reintroduce Charmis, a brand that has been loved by consumers for over eight decades, in a fresh new look. We are excited to introduce a great new sensorial with SPF 30 and above all with a delightful new TV campaign. The brand presents the core thought in an engaging manner and I must appreciate the great work done by the director, Ram and the entire creative team at Contract.”
The new TVC developed by the creative team at Contract and film director Ram Madhvani of Equinox, showcase the heartfelt moment of a young boy, who when faced with a dilemma, decides to follow the value of goodness and the teachings learnt from his mother – brave boys don’t hit girls. Simple yet extremely effective and powerful, the TVC narrative brings alive the brand’s core thought that it is the goodness within that glows on our faces. That glow is evident both on the face of the child as well as the proud mother.
Ram Madhvani adds, “I am delighted to have been chosen to work on the film. I found the brand’s concept – Achchaai jo chehre par nazar aaye, extremely unique and was excited to make the film, simply because of the value systems that the brand was speaking about. And of course having Kajol as part of the film, helped elevate the entire conversation. Besides being a powerful performer, she also stands for the values showcased in the film.”
Kajol has stepped in as the brand ambassador. She is a modern mother who does not shy away from speaking about the active role she plays in her children’s upbringing. Even off camera she embodies the characteristics of the Charmis Mom, who prides in motherhood and plays a dominant role in shaping the value system and thought process of her children.
The product will be available in packs of 30ml, 58ml, 100ml and 175 ml at Rs 40, Rs 70, Rs120 and Rs180 ml, respectively.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
