Brands
Balaji’s ‘Half Girlfriend’ high on brand associations
MUMBAI: Chetan Bhagat’s novel cinematic adaptation of ‘Half Girlfriend’, directed by Mohit Suri, is all set to hit the big screens this Friday.
The film has attracted some of the biggest brands to associate with them from all around the world. Each brand has found a connect with the film, something they can associate with, and in turn brought their own uniqueness to the table adding further value to the film and the brand itself. Right from the juncture of pre-production, the marketing force of Balaji Motion Pictures have very well identified the potential brands that carry forward the theme of the film that have lead to these associations.
One of their integral brand associations also include the National Basketball Association (NBA), which is the major professional basketball league in North America, and is widely considered to be the premier men’s professional basketball league in the world. Special coaches were flown down from US to train the actors in their basketball skills. Some other brand associations include Close Up, HeroCorp, Make My Trip, Facebook, UC News, Uber and PVR to name a few.
“‘Half Girlfriend’ follows the journey of the protagonists from Delhi to India’s heartland and finally culminates in New York. There are different brand stories that unfold organically and each one co-exists beautifully. The film manages to cut across demographics seamlessly which is why the associations are a balance between ‘the aspirational’ and ‘the relatable’. For some key brands this is their first cinematic outing and we’re thrilled that they chose to integrate with Half Girlfriend”, says Ruchika Kapoor, Executive Vice President, Balaji Motion Pictures Ltd.
The brands have either been woven into the film’s script, or facilitated the shoot or are currently carrying campaigns on-air and on-ground to promote the film.
Produced by Balaji Motion Pictures, Mohit Suri and Chetan Bhagat, ‘Half Girlfriend’ is a cinematic adaptation of Chetan Bhagat’s novel of the same name. Directed by Mohit Suri, the film is slated to release on 19 May, 2017.
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.
