MAM
Royal Challenge Packaged Drinking Water unveils new TVC campaign ‘Choosebold 2.0’
Mumbai: “Believing in myself and choosing bold has always been my mantra in life” – Virat Kohli
In the unpredictable realms of life, we often find ourselves standing at a crossroads, faced with a choice between the well-trodden path and something a bit more off-the-wall. It’s those who opt for the road less traveled that really make a mark. Choosing Bold isn’t just about being brave; it’s about embracing challenges with the belief that you can conquer them, standing out from the crowd and lighting the way for others. Choosebold 2.0 is an ode to such individuals who fearlessly pave their own paths, inspiring us all to follow suit. The TVC features country’s star player, Virat Kohli known for embracing boldness in every aspect of his life, along with cricketer Smriti Mandhana and actor Vidyut Jamwal.
The groovy rap anthem that wowed the audience last year with Divine, returns with a new rendition, Choosebold 2.0 which is a tribute to the ones who are progressive and fearlessly play their own game in life. The TVC also seeks to inspire aspiring individuals to break free from the shackles of society to choose bold rather than safe. Choosebold 2.0 is a display of the bold choices each of them made in life. From Virat’s success due to his fearless choices in life and on ground to the celebration of Smriti Mandhana‘s bold leadership in guiding her team to victory during the Women’s T20 tournament, showcasing remarkable resilience. And, the nation’s best action hero, Vidyut Jammwal’s journey as he embraced boldness by returning to his martial arts roots after overcoming a significant injury.
Naya Shers are those who believe in choosing bold and in pushing the boundaries of what is possible. The brand aims to unite such Naya Shers from all corners of the world and inspire others to break free from societal norms and live life on their own terms.
Speaking about the TVC, Diageo India VP and portfolio head, marketing, Varun Koorichh said, “Royal Challenge Packaged Drinking Water is an aspirational brand that celebrates those who defy conventions and choose bold. Our new rendition, Choosebold 2.0 aligns with our brand ethos which encourages individuals to celebrate the pivotal moments of choosing bold. Featuring prominent personalities who choose bold in their lives, like Virat Kohli whose success is a testament to his fearless decisions, both on and off the field. Smriti Mandhana’s never say never attitude that steered her team to victory during Women’s T20 tournament this year, and Vidyut Jammwal’s grit and passion triumphing over an injury and embodying the essence of perseverance. Choose Bold 2.0 goes beyond a campaign as it empowers individuals to unleash their inner strength, resonating with our commitment to celebrating boldness.”
Speaking on the occasion, Virat Kohli said, “In life and in cricket, I have stayed true to my authentic self, choosing to lead the way rather than blend into the crowd. I believe that embracing the bold spirit has brought me closer to everything I have envisioned for myself. Like I said in the rap, I succeeded when I Choose Bold! I look forward to the next generation of Naya Shers to take inspiration from the TVC, to live boldly and fearlessly.”
Speaking about the association, Smriti Mandhana said, “Breaking barriers and creating my own path in cricket has been an enriching experience, all because I chose to lead and make bold choices rather than settle for less. I always encourage others to follow their hearts and embrace bold choices in life. Choosebold 2.0 is an exceptionally captivating tribute to those who refuse to settle and embrace the spirit of boldness in every aspect of life.”
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.
