JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
Women’s safety is slowly becoming a serious issue in India. In Kolkata, at one time known as the safest metro for women in India, more than half the female population feels the need to carry an article for self-defence. And according to a survey commissioned by Times of India, two-thirds have “experienced misbehaviour” on the street, but only 11 percent filed a complaint, showing their mistrust in the police.
In light of this, leading daily newspaper Times of India has kicked off a campaign, “Kolkata for Women,” that looks into different aspects of a woman’s life and her engagement with the city through articles, seminars, health workshops and the like. The campaign aims to address every issue faced by a woman in the city, right from safety to problems encountered during the commute, at work, at home, etc. The idea is to join hands with the women of Kolkata “in their fight to demand what is rightfully theirs and to reclaim a city that is equally theirs,” as the paper explained.
A recent seminar on health saw women flocking for free advice and tests. Hopefully, initiatives such as this will wake up citizens to the logical, the obvious and the right.
The percentage of women in India’s workforce has fallen so sharply that it has skewed the global numbers, prompting an International Labour Organization investigation. ILO’s new report expresses concern over the fall in labor force participation for women from more than 37 percent in 2004-2005 to 29 percent in 2009-2010. India ranks 11th from the bottom out of 131 countries, behind even Bangladesh and Pakistan. The recent brutal rape in Delhi, that made international headline, has only fueled the fear around women’s security. In light of this, there are many corporations that are doing their bit to tackle issues of safety and empowerment for women. Telecom companies in particular are going out of their way to make women feel safe.
Vodafone India operates Angel Stores, which are managed and run by women only; last month Vodafone opened the 16th such store in the country. The idea is to ensure equal opportunities for women while providing a safe and productive work environment, and to make women customers feel more comfortable as well. Meanwhile, MTS India has launched a “Women MPowered Plan,” which permits women to make calls despite a negative balance and offers special rates as well as safety tips. The company also provides free self-defense classes and gives away pepper spray to women buying a new prepaid connection. Bharti Airtel is providing specialized products for women, such as an emergency alert service and a call manager to block stalkers.
The Indian consumer is very anxious when it comes to crime and is constantly looking for a sense of safety in his surroundings. In a spot for Godrej Security Solutions, created by JWT India, the home safe brand addresses this anxiety by giving the consumer control over the situation.
A couple is sleeping peacefully when rumbling from another room wakes up the wife, who urges her husband to check out what’s causing the commotion. The husband spots two thieves trying to break into the family safe, then calmly heads back to bed, popping cotton balls in his ears to muffle the sound before cozying up under the covers. The wife inquires as to what happened, and he replies, “Nothing, it’s just some thieves.” The spot concludes with the line “No matter when trouble arrives, what is the need to be scared?”—and a shot of the frustrated thieves breaking into some dinner leftovers instead of the safe.
Rather than relying on fear tactics to convey the benefits of using a Godrej safe, the brand smartly breaks the seriousness of the category by using subtle humor without compromising the gravity of a break-in.