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ITC Vivel Encourages Equality of Expectations with #RespectWorkForHome

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News Desk, News Nation 360 : The last 18 months have reset the world and the way it functions. While the new normal has introduced effective working models for professionals, it continues to be onerous and challenging for homemakers. Women have juggled roles and responsibilities for decades but the discrimination in expectations continue to persist between working professionals and homemakers. ITC Vivel brings to the fore, a reticent yet age-old issue that discriminates not only on basis of gender but also the basis of the work done. In a video-led campaign, Vivel Ab Samjhauta Nahin showcases a nuanced approach to equality. The film shines the spotlight on the various chores that enable smooth process-oriented functioning of a household that is no different than managing work at a professional workplace. It touches upon an important facet of equality and encourages everyone to accord equal

respect for both working professionals and homemakers. The film is a collective portrayal of strong women who have made their own choices to ensure the happiness and wellbeing of their families. Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited, in support of the campaign stated that equality is a fundamental right. However, inequality of expectations often undermines the true construct of equality. Work from home or work from home, both are demanding and frequently require one to juggle multiple responsibilities. With its campaign, #RespectWorkForHome, Vivel Ab Samjhauta Nahin, broaches an important conversation to encourage equality of expectations and respect for everyone.

Report : Anustup Kundu