To commemorate International Women’s Day, Croma, the electronics retailer owned by Tata Group, has launched a digital video advertisement created by SoCheers. The campaign has been designed to celebrate female independence and dismantle gender-based biases associated with technology. The campaign, called “Tech the First Step,” encourages women to take the first step in becoming more independent and tech-savvy. Croma believes that this is a proactive move to promote inclusivity and gender norms surrounding technology.
The commercial starts off with a woman in her thirties who is unboxing a new smartphone from Croma. Her husband offers to help but she insists on doing it by herself, demonstrating that women can be independent and possess the technical know-how. Flashbacks are employed to demonstrate the gender stereotyping that the protagonist has been subject to throughout her life; men attempting to teach her tech-related activities in which she had no interest. The commercial emphasizes the importance of women being independent and breaking down gender barriers in technology.
The video has been launched on various digital and social media platforms for maximum visibility and reach. Shibashish Roy, Croma’s Chief Business Officer for E-commerce and Marketing, stated that technology is a catalyst for change, and this campaign aims to highlight gender-based biases and the conditioning to solve problems for others instead of encouraging self-reliance. The goal is to help everyone make the right choices and embrace technology for a brighter future.
Mehul Gupta, CEO and Co-founder of SoCheers, said that “Tech the First Step” is an extension of Croma’s efforts to support women’s empowerment. The message is that every woman holds the power to overcome prejudice through knowledge and choices. Women are already driving multiple aspects of their lives independently, so why not their technological aspects as well? Gupta added that the impactful video uses compelling storytelling to deliver a non-stereotypical message for women that the power is in their hands, and they should seize it.
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In summary, Croma’s digital video commercial for International Women’s Day, created by SoCheers, promotes women’s independence and breaking gender stereotypes in technology. The campaign, called “Tech the First Step,” encourages women to take the first step in becoming more independent and tech-savvy, and the video has been launched on various digital and social media platforms for maximum visibility and reach.
