Dunzo’s Women’s Day campaign, #NariWithSign is trying to ‘turn a few heads, change a few minds’

• Dunzo's #NariWithSign is inspired by the popular Instagram page 'Dude With Sign'.
• The aim of the campaign is to talk about some stereotypes that women face everyday.

Have you ever felt immense frustration when you are out for a dinner date, and at the end, the waiter presents the bill to your partner, who is a man? Or have you felt helpless when you have been told to do something just because you are a woman?

Haven't all of us been in situations in our lives that we feel we would not have had to face, had we not been women?

As we come closer to March 8, globally celebrated as International Women's Day, we will come across many conversations around the need for equality, diversity and inclusion, conversations that frankly should be happening throughout the year. However, we need to start somewhere, and it is good to see brands take up the responsibility of breaking gender stereotypes through their campaigns, in the hope of bringing about an attitudinal change in our society.

This year, to get people talking about stereotypes that women have to face everyday, online delivery platform Dunzo has come up with a campaign, ‘Don’t Make Women Say It - #NariWithSign’. Inspired by the hugely popular Instagram page ‘Dude With Sign’ who holds up postcards with single line protests ranging from ‘Stop replying-all to company-wide emails’ to ‘Seinfeld is way better than Friends’, Dunzo’s campaign is all about bringing forth ‘unsaid assumptions and prejudices about women pervading the moral and cultural climate of our times.’

What Dunzo is protesting against on the postcards are highly relatable things that most women have to face, almost on an everyday basis. What makes the creatives good are that most of the protests on their cardboards are things all of us would have faced over the years.

Over the course of the month, Dunzo plans to post pictures on all its Social Media platforms, of women holding up these signs. This will be a combination of creatives that are created in-house, as well as those which are crowd-sourced. The brand says that the campaign is its efforts towards driving progressive and inclusive thinking. And while at it, their aim is to turn a few heads, change a few minds, and spark a few smiles.

Speaking about the campaign, Sai Ganesh, Head Marketing & Creative, Dunzo said, “As a brand, Dunzo has always strived to shed light on serious subjects but with an easy-to-relate and humorous lens. In fact, many of our users who are women have told us how much Dunzo has changed their life - from buying sanitary pads late at night to lending a helping hand during a busy week by taking care of everyday chores. #NariWithSign is our homage to women and the steps we still have to take to become a truly equal society - online and offline!”