Over the years, ITC Vivel has been a strong proponent of women’s rights with its philosophy of Ab Samjhauta Nahin(no more compromise). The brand not only encourages women to unlearn age-old gender stereotypes but also arms them with the knowledge needed to do so. In 2020, however, Vivel wanted to go above and beyond by scripting a powerful gender-empowerment, socially relevant narrative that begins with equality and says no more compromise like never before. Vivel was keen on crowdsourcing a vibrant and empowering narrative that amplifies voices across the country and pays homage to Gender Equality Day across the month of August because one day is not enough. Above all, Vivel wanted to inspire equality, trigger conversations and not just bring about a change but lead it from the front.

Art since time immemorial has been a powerful medium of expression and communication to inspire a change and empower a voice. It begins where words end and has unmatched power. ITC Vivel with its philosophy of Ab Samjhauta Nahin(No more compromise), embarked on a unique celebratory and expressive initiative with Vivel Voice of Art; a journey that encourages and inspires a more equal society. It's a platform that celebrates empowerment, inclusivity, and gender equality like never before with artists from across India in a collective, collaborative effort. It was a month-long movement where women and men found a voice through artistic expressions to put forth their perceptions of equality and gave us an everlasting, ever-growing repository of art each of which is a unique expression of empowerment.

Vivel’s Voice of Art is an expression to inspire a more equal society and empower others along the way.

#VoiceOfArt celebrates the voices of reason, strength, change, and passionate expressions against patriarchy – be it stereotyping on the basis of gender or attire, the menacing pay gap, inequality of opportunity, education, or inequality in the private realm. #VoiceOfArt is relentless and stops at nothing. In a cast country like India, we leveraged social media to speak everyone's language, to lend a kind of universality to our already pertinent thematic, and amplify the voices of our TG (women between 18-35 years of age) across multiple touchpoints. Vivel did not only want to fight gender stereotypes with art, but we also wanted to make the voices of anyone and everyone heard.

Throughout August, Vivel opened its social media to artists & users to contribute with their #VoiceOfArt.The campaign was launched with a video across Vivel’s social channels that set definite precedence for the campaign and inspired people to share their art with Vivel. The mechanism for entries was simple: uploading the artworks on the users’ respective social channels, tagging Vivel & using #VoiceOfArt

18 Commissioned artworks from artists across India such as Sriya Singh, Namrata Kumar, Neethi among others went up on the platform; These artworks tackled poignant societal issues like the pay gap, domestic violence, education, leadership, gender bias, work, etc. that women face every day.

The campaign also collaborated with partners who collectively believed in the voice of change & art. Partners chosen were Under 25, The Alipore Post, The Indian Idiot, The Great wall of India, Scoop Whoop, who connected with their communities to help amplify the artful message.

The initiative brought together the voices of over 550 artists from around India in a one-of-a-kind gender equality narrative. One that spanned 26 days, touching the lives of over 70Mn+ people.

Total Engagement* (Own Posts + Earned Posts): 769.2K

Total Views: 2.21 MN + 263K (Instastory)

The campaign organically attracted support from renowned Bollywood female celebs such as Sanya Malhotra, Shruti Hasan, Nishka Lulla, etc. The campaign was also amplified by Grazia on their Insta channel by creating a dedicated 3X3 grid on their page.

Leading publications such as Republic TV, The Daily Pioneer, Scoopwhoop, Jagran, etc. used the campaign narrative and became part of celebrating and scripting what equality really means. This garnered over 3 crore worth of PR value.

#VoiceOfArt has transcended mediums to become a multi-channel campaign through strategic hoardings that were put up during Durga Puja across the city.