The campaign by Havells Appliances plays on a simple insight that in India women don’t have a voice of their own despite playing multiple roles. The kitchen appliances communication breaks this norm and requests people to respect women’s individuality. The communication is aimed at changing the worldview that women aren’t about just marriages or parental approvals or surrendering to household chores but beyond that.

The communication is an effort to change the nation’s perspective towards women. At a time when everything in India is changing, Havells decided to appropriate this thought. The task is also to take this thought to the next level by engaging women and general citizens of the country to participate and spread it.