MAM
Life is a beautiful sport, says Lacoste campaign
MUMBAI: Lacoste presents the brand film “Timeless” at the heart of a new advertising campaign. Broadcast around the world, the campaign will be shown on TV, online, and outdoor. The campaign is accompanied by digital ads and bumpers.
This epic cinematic fresco is set in the 1930s where a man experiences love at first sight. He sets off on the trail of a mysterious woman, jumping on the train she is riding. But as soon as he reaches the first car, he finds himself in the 1940s. Determined to find her, the hero begins a frantic quest that takes him through carriages and eras, until he ultimately arrives in the present. Over time, styles change but the polo retains its timeless elegance.
As the new face of the brand, Novak Djokovic is at the center of the print campaign shot by photographer Jacob Sutton, also with models Julia Bergshoeff, Mathias Lauridsen and Alexandre Cunha.
For its new advertising campaign, the brand has imagined a changeover between the two champions, René Lacoste and the new Crocodile, Novak Djokovic. The first film of the campaign, directed by Julien Pujol and presented on May 22nd, bears witness to the Brand’s defining moment: the invention of the Lacoste L.12.12 Polo shirt – the day upon which René Lacoste decided to break away from contemporary tennis dress codes by cutting off the sleeves of his shirt in order to allow himself greater freedom of movement.
The visuals combine 1930s black and white with the present-day collections’ colors. A composition that is a testament to the brand’s timelessness.
The couple, played by Damien Chapelle and Dorcas Coppin, are seen in spectacular settings: a 1930s Parisian train station brought to life by 250 extras, authentic trains from each decade and outstanding style fashioned by Madeline Fontaine, nominated for an Oscar for Jackie. It is magnified by a cinematic soundtrack by Max Richter that gives the viewer goose bumps as of the first second.
After directing The Big Leap, the first brand video in Lacoste communication history, the director Seb Edwards once again shows his ability to transcend universal emotions, directing an electric attraction that makes the viewer feel alive. The film captures this rare, yet vital, emotion with all the more grandeur and romance as this “chase” takes place over eight decades, reminding us that life itself is a beautiful sport.
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.
