MAM
Ozone, Dentsu Impact launch latest campaign ‘Hum Sab Sambhal Lenge’
Mumbai: Ozone, in partnership with Dentsu Impact has launched its latest campaign called ‘Hum Sab Sambhal Lenge.’ While most German kitchen hardware brands want us to dream of kitchens like five-star lobbies, through this campaign, Ozone takes a more pragmatic and honest look at what a real Indian kitchen is.
Conceptualised and executed by Dentsu Impact, a dentsuMB Company and the creative agency from the house of dentsu Creative India, the series of five quirky and honest films are individual stories of people in the kitchen in a microformat. They remind us of how our kitchens are a different ball game altogether from the dreamy advertisements we are fed.
The films beautifully capture these slices of life, emphasising that the brand understands the consumer efficiently. They showcase kitchens witnessing pots and pans flying in moments of passion and where the in-house brat pulls out the drawer to play the harmonium. With this, the brand underlines the stringent testing that the products undergo, which gives it the confidence to promise that no matter what happens ‘Hum Sab Sambhaal Lenge.’
“Our products are designed for long-lasting use. They are durable, and elegant and are tested stringently to work in demanding kitchens. Much like the conditions the films capture,” commented Ozone Overseas president Abhishek Aggarwal. “We usher in world-class quality and support to a market that today is ready and is discerning. We want them to know that we understand them like no other.”
“The expression ‘Hum Sab Sambhal Lenge’ gives confidence to the TG that no matter what kind of pressure they put on the kitchen hardware, Ozone will handle all of it since it understands Indian kitchen and usage,” said Dentsu Impact executive VP Ujjwal Anand, adding that, “In a market that is driven by a retailer’s recommendation and push, ‘Hum Sab Sambhaal Lenge’ is equivalent to ‘Arre sir! Main baitha hoon yahan’ ‘Main keh raha hoon na sir’ ‘Aankh band kar ke le jao’. The articulation gives the assurance to the consumers of the quality and at the same time helps retailers with a whole new pitch.”
“Unlike German kitchens, a plank most of the leading players use, the Indian kitchen with large extended families is accessed by everyone – kids, grandparents, maids and cooks. From Chintu the brat to Pinki the angry teen. Also, everyone has their own style of operating the kitchen, which entails quite a bit of careless and rough usage. In many families, kitchens never stop functioning,” remarked Dentsu Impact executive creative director Mayank Khattar. “Imagine then the load on it; and to depict that, we carefully picked up a family setting with each of its members accessing the kitchen in their signature way and for their own needs. The films are all about these people subjecting the kitchen to any treatment they deem fit.”
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.
