Redefining Traditions: G2 Snacks’ Empowering Women’s Day Campaign
In many cultures around the world, traditions play a significant role in shaping societal norms and expectations. However, some traditions can perpetuate harmful stereotypes and limit the rights and freedoms of individuals, particularly women. One such tradition prevalent in the Maharashtrian community is the practice of changing a woman’s name after marriage, often dictated by the groom and his family.
The Tradition:
For generations, it has been customary for Maharashtrian brides to change their names after marriage, adopting a new identity determined by their husbands and in-laws. This tradition not only symbolizes the transfer of ownership from the bride’s family to the groom’s but also reinforces gender stereotypes and inequality within the marital relationship.
The Campaign:
To challenge this deeply ingrained tradition and spark conversation around gender equality, G2 Snacks launched a powerful campaign titled “Women’s Day – Aamcha Naav Aamchi Olakh” in honor of International Women’s Day 2024. The campaign takes a bold approach by employing role reversal, where men deliver lines typically associated with women’s experiences post-marriage.
In a thought-provoking reel, men share statements such as, “My husband/in-laws changed my name post-marriage because they preferred it better,” highlighting the absurdity and unfairness of the tradition. The reel concludes with a poignant message delivered by a woman, urging viewers to reconsider the necessity of such customs and advocate for gender equality.
By leveraging digital media, G2 Snacks aims to amplify the voices of women and challenge societal norms that perpetuate inequality and discrimination. The campaign encourages viewers to reflect on the impact of traditional practices on women’s autonomy and empowerment, sparking conversations and driving meaningful change.
The Impact:
Published in India in March 2024, the “Aamcha Naav Aamchi Olakh” campaign has garnered widespread attention and sparked discussions about gender equality and women’s rights. By shedding light on the outdated tradition of name-changing post-marriage, G2 Snacks empowers individuals to question societal norms and advocate for progressive change.
As we celebrate International Women’s Day, let us stand together to challenge traditions that limit women’s autonomy and perpetuate inequality. Through campaigns like “Aamcha Naav Aamchi Olakh,” we can inspire meaningful dialogue and create a more inclusive and equitable society for all.
Together, let’s redefine traditions and pave the way for a future where every woman is free to embrace her identity and live on her own terms.
