Mumbai: Ahead of the International Women’s Day, chocolate brand Hershey India has amplified The Hershey Company’s #HerShe campaign to recognise, honour and uplift women through activations in India and around the world all of this month. The brand has collaborated with six women achievers whose accomplishments have been custom illustrated on the Hershey's chocolate bar packs.
As the first step towards unveiling the campaign, Hershey India has taken the route of a power-packed celebratory rap song by American Indian rapper Raja Kumari and Indian musician Meba Ofilia.
In celebration of the International Women’s Day, and to continue to advance its gender equity commitments, the campaign will be going live across seven international markets, aimed at ‘making the invisible woman visible.' The award-winning campaign which originated in Brazil in 2020, will be brought alive in India in a ‘never seen before avatar.' Though this campaign Hershey’s aims to salute these women and their efforts towards choosing and succeeding in unconventional careers.
Hershey India has joined forces ‘Sheroes’ such as Aishwarya Sridhar, Dhvani Kothari, Sandhya Rai, Rukmini Vijayakumar, Pooja Taparia, and Falguni Vasavda Ojha from diverse fields including photography, performing arts, social work, sports, and feminism, and dedicated Hershey’s bars packaging to feature, celebrate and showcase achievements of the Sheroes. To learn more about them, consumers can scan the code on the packs and read about them on the microsite.
Sharing his insights on the renowned global campaign, The Hershey Company VP India and AEMEA Herjit Bhalla said, “Diversity and Inclusion has always been at the crux of the Hershey ecosystem. It has been a key focus area for the organisation across countries, and the #HerShe campaign brings it all together beautifully for us. This campaign gives a voice to what The Hershey Company truly believes in. By elevating the role played by the sheroes around us we want to make the ‘invisible visible’ through this campaign. While we have featured six sheroes on our packs there are countless number of sheroes out there and the ones we come across in our daily lives. Their determination and grit make them truly extraordinary, and Hershey’s appreciates that.”
“As a build up to the International Women’s Day, we have taken a unique voice of celebrating and highlighting Her & She, through the #HerShe campaign. The campaign strives to celebrate inspiring stories of Sheroes in our society, who have displayed excellence by either taking the path less travelled or by simply creating a positive impact on people around them. Our idea is to bring alive galvanising stories by making the ‘invisible visible,'” added Hershey India managing director Geetika Mehta.
This year the brand is leveraging technology to create an online community for curating and showcasing inspiring stories by women and connecting to offline channels via QR code on the packaging. Consumers can scan the QR Code printed on the packaging of Hershey's Bar that will link them to the microsite https://www.hershe.co.in/ The microsite has curated templates, with personalised messaging, that consumers can use to celebrate and share the stories of Sheroes who have inspired them.
Hershey India marketing director Ankit Desai stated, “We have envisioned the ‘Her-She’ campaign with an intention to not only celebrate women leaders and achievers but also Sheroes all around us, be it family members, friends, mentors or colleagues. The initiative, which deserves to go to maximum people, leverages an integrated experiential approach, spanning packaging take-over of the entire Hershey’s Bar portfolio, personalised and interactive tech-based micro site, AR filters, first of its kind celebratory rap song and influencer outreach to drive education, engagement and thus celebration.”
“As a company that embraces diversity and equality, we saw a unique insight into how we can make visible the role of forgotten or somewhat invisible women who make such an important difference in our society,” said Hershey International CMO Santhi Ramesh. “These campaigns celebrate women while communicating our brand values and the values we share with our consumers. The user generated content is real and authentic, and as a result is able to break through and resonate strongly with consumers.”
Further to this, the campaign will culminate with a mentorship session conducted with the six sheroes which will be further amplified by Girl Up.
