Indian jewellery brand PC Chandra Jewellers is encouraging Indian women to uncelebrate International Women's Day (8 March) to combat gender bias and emphasize that women's day should be celebrated everyday.
The campaign #UncelebrateWomensDay, conceptualised by J Walter Thompson, Kolkata and directed by Abhishek Sinha, features various women speaking about the discrimination they have faced since their childhood. For example, being gifted a cookery set emphasizing that their place is in the kitchen, always being asked to sit cross-legged, while boys are told sexist statements like 'don't cry-like a girl'.
All the women then speak about boycotting women's day and not celebrating it until gender equality is achieved in the society.
U.K. Chandra, managing director of P.C. Chandra Jewellers, said: “We are not against Women’s Day. We are against the idea of celebrating just one day for women. Every day must be women’s day. Without women this world is incomplete.”
Arjun Mukherjee,vice president and executive creative director, J Walter Thompson, Kolkata said: “The challenge was to cut through the clutter of feel-good Women’s Day messages and create something that’s honest and non-gimmicky. In our everyday life, there are instances of unconscious bias, we often ignore. And in doing so we nurture the seed of discrimination. The aim was not to give solutions, but to raise questions. We are sure this will touch a chord with both men and women and make them think.”