MAM

'Stand Up' to street harassment, says L'Oréal Paris

The brand has launched an international programme in India in partnership with NGO Breakthrough.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/11/26/aditi_rao_hydari.jpg?itok=Q_hLqyUy

NEW DELHI: On the occasion of United Nations International Day for the Elimination of Violence against Women, L’Oréal Paris has launched its international bystander intervention training programme - Stand Up - in India.  

As per an ActionAid Survey of 2016, 79 per cent of women living in Indian cities have been subjected to harassment or violence in public. Even the national capital and the financial capital of the country are not able to provide a completely safe environment for their female residents, highlights a 2019-report by Praja Foundation, stating that 50 per cent of people in Delhi and 21 per cent in Mumbai felt that women were not safe in the respective cities. 

These are just a few numbers but very clearly indicate how massive the issue of street harassment in India is. 

Launching the campaign and an associated website in India via a virtual press conference, L’Oréal Paris general manager India Pau Gruart stated that the issue of women safety is very close to LÓréal’s brand ethos.

“As a brand, we have always stood up for women empowerment but we always want to take one step further and make a concrete difference. This initiative deepens our sense of purpose and it is in total consistency with our brand essence,” he added.

The brand has partnered with NGO Breakthrough to deliver on-ground training and sensitise the community towards the problem of harassment in public spaces and make them safer for people across genders. They are aiming to train 1 million people in India in the skill of upstanding using the 5Ds defined by NGO Hollaback!: Direct, Delegate, Document, Distract, Delay. 

Breakthrough India president and CEO Sohini Bhattacharya noted, “Breakthrough has been working for over 20 years to make violence and discrimination against women unacceptable. We are very proud to partner with L’Oréal Paris in empowering young people to take action, for themselves, and for others, now and in the future. Bystanders are often not equipped to tackle street harassment and feel helpless during such situations. Based on the expert-approved 5D’s methodology, Stand Up makes a clarion call to citizens to take action against street harassment, by encouraging them to undertake a simple and effective training program, that not only supports victims but also enables bystanders to safely intervene. Stand Up will enable women to reclaim public spaces.” 

Brand ambassador Aditi Rao Hydari added that she finds this approach more empowering than physically harming the preparator and feels that this will sensitise the community more towards cases of harassment in public spaces. 

The brand with the support from Breakthrough is aiming to amplify the cause across the country, even to the remotest corners. It is already planning influencer activities and campus programmes to make the training more accessible. 

Gruart shared, “At the heart of Stand Up, which is our most important global cause as a brand, is the training programme. We are going to direct all our marketing activities towards the training. For instance, we could have a classic tool of digital media; all inputs there will be one click away from the online training. We are also seeking influencer support and brand ambassador support to amplify it.”

Bhattacharya continued, “We are willing to make the youth of the country the true crusaders for this cause. We will be enrolling people for fellowship programmes and training them in 5Ds and how they can teach further. They then will act as our ambassadors.”

Gruart also noted they are looking for bigger partnerships across the country that might start coming into shape in 2021. 

L’Oréal Paris has a wide portfolio of products for the Indian market including makeup, skin-care, hair colour, hair care and men's products. In 2020, the brand roped in actor Aditi Rao Hydari, former cricketer Mithali Raj and popular TV personality Shakti Mohan as its brand endorsers for the Indian market. It has launched several campaigns with these brand endorsers. L’Oréal Paris closely works with salons and hair-dressers who act as the last mile influencers for the brand.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/shivani.jpg?itok=MrRcEgcc
Lowe’s India names Shiwani Varma Vyas associate director corporate comms & CSR

NEW DELHI: Lowe’s India has appointed Shiwani Varma Vyas as associate director – corporate communications and CSR. Vyas will partner with the leadership and HR team to drive all internal and external communications in India. Additionally, she will also own and drive the company's overall CSR...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/brandit.jpg?itok=rp8PAcrv
The Souled Store assigns PR mandate to BRANDiT

NEW DELHI: Pop culture merchandise retailer The Souled Store has awarded its PR mandate to BRANDiT communications. The agency will be responsible for handling the reputation management, crisis communication and influencer engagement for the brand.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/jos.jpg?itok=o6L5IGL2
Jos Alukkas questions status quo of women in India

New Delhi: South India-based jewellery brand Jos Alukkas has launched a powerful film on women’s freedom with the aim to drive real conversations and spark a change in the long-term repressive mentality against women across the country.  

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/better.jpg?itok=_0y_9xmU
Betterplace appoints Pitchfork Partners as their strategic communication consultant

Betterplace, India’s largest tech platform for blue-collar workforce management has appointed Pitchfork Partners as its public relations counsel following a multi-agency pitch. Pitchfork Partners will work closely with Betterplace to elevate the brand’s reputation and strengthen its position as an...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/port.jpg?itok=Gpd5TIWz
Hamdard Laboratories launches twelve new Unani medicines

Continuing with their mission to make India healthy, Hamdard Laboratories (Medicine Division), India’s most trusted Unani brand, has launched twelve new OTC (over the counter) medicines to build strong body immunity and treat illness like fever, cold, cough, etc. Hamdard’s latest offerings continue...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/medimix.jpg?itok=xFVnZM2S
Why Medimix wants you to ditch glycerine soaps this winter

NEW DELHI: Ayurvedic brand Medimix under Cholayil Pvt Ltd has unveiled a new campaign for this winter that urges customers to ditch their normal soap and switch to Medimix Natural Glycerine soap. The brand has launched a digital campaign highlighting the importance of using a natural glycerine soap...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/mediavon.jpg?itok=5MIpD2wZ
MediaCom unveils new agency identity and proposition

NEW DELHI: To help clients “see the bigger picture,” global public relations and communications company MediaCom has unveiled its new identity and proposition of “moving forward.” This is the agency’s first rebranding exercise in three decades. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/gaurav.jpg?itok=NiCBQSJm
Gaurav Nijhawan elevated to Citi bank VP-marketing

NEW DELHI: Investment bank and financial services corporation Citi has promoted Gaurav Nijhawan to the post of VP-marketing in India. He was earlier the AVP for brand marketing. A professional with over a decade of experience in the industry, Nijhawan joined Citi in 2016 as a brand manager. He has...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/tejinder_gill.jpg?itok=gopYz4qk
Outgoing Truecaller VP Tejinder Gill talks about his days at the company

NEW DELHI: Launched in 2009, Truecaller today is one of the most popular smartphone applications for its features of caller-identification, call-blocking, and flash-messaging. With over 170 million monthly active users in India, the app, over the past few years, has also become a preferred choice...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required