Brands
Cycle Pure Agarbathi launches #PrayforIndia victory challenge
Mumbai: With the anticipation of the World Cup 2023 hosted on Indian grounds, Cycle Pure Agarbathi’s newest #PrayforIndia campaign promises to ignite a nationwide wave of enthusiasm and unity. This campaign, of Cycle Pure Agarbathi, brings in dance and cheer to create an innovative blend of tradition with a modern touch aimed at the younger generation.
“Pray for India, win win India” isn’t just a chant. It’s an emotion conceptualised and brought to life. The campaign’s core objective, amplifying the recall value of #PrayforIndia and spreading its anthem, was masterfully strategised resulting in an engaging hook step that resonates with millions.
Additionally, this conceptualisation also roped in the brand’s brand ambassador Saurav Ganguly to be a part of the movement. The campaign strategy was pivotal in creating an array of social media assets around this collaboration such as posts to promote the giveaways and ensuring the campaign reached an extensive audience.
The campaign’s success is defined by the millions of views garnered across social media platforms. With a multitude of content forms, from animations to reels and vox-pop reels, the brand was able to resonate with the younger generation.
From collaborating with a choreographer to onboard creators for content generation, to conceptualising the influencer matrix and their specific content angles, the campaign’s breadth was truly expansive. The anthem got a refreshing rendition by the creator known as ‘The9teen’, and comedy influencers such as Vicky Pedia were roped in to craft content centered around India’s cherished cricket memories.
But the innovation didn’t stop there. It was elevated a step further by creating an AR filter, which offers users a chance to win an iPhone and Amazon vouchers. To capitalise on this, all one needs to do is engage with posts by these influencers or use the filter.
With the innovative strategies and engaging content formats employed, Cycle’s #PrayforIndia campaign took to new heights where they have gotten the whole country to engage with them through an age-old chant. Their commitment to modern, innovative, and effective campaign strategies ensures that traditional brands like Cycle Pure Agarbathi resonate powerfully with today’s audience. Join the #PrayForIndia movement and let’s rally behind Team India together. This campaign was amplified digitally in collaboration with OWLED Media, a creative marketing agency.
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.
