Liberty General Insurance has introduced a brand video, “Girls Breaking Free,” to celebrate Women's Day.
This initiative is designed to redefine the phrase “Haath Se Nikal Gayi” from a traditionally negative connotation to a powerful statement of independence and self-determination for women.
Produced in collaboration with Water Communications, the video is crafted to shift perspectives on the societal expectations placed on women, illustrating the journey of those who choose autonomy and pursue their ambitions with confidence.
Parag Ved, CEO and whole time director at Liberty General Insurance, shared insights into the campaign's foundation.
“The antiquated notion of ‘Haath Se Nikal Gai’ has historically served to undermine women's autonomy, suggesting a life under patriarchal oversight. This brand film flips this narrative, celebrating it as an emblem of liberation, independence, and the rightful control over one's destiny,” he said.
Ved further elaborated on the campaign's broader mission to foster discussions around gender parity, challenging entrenched gender roles, and the necessity of crafting a societal framework where merit and ambition, not gender, dictate success.
“More than just altering perceptions, through this video, we aim to contribute to a broader dialogue about gender equality, the dismantling of traditional gender roles, and the importance of creating a society where everyone, regardless of gender, has the opportunity to thrive based on their talents and aspirations. It's about recognising the strength and potential of women to lead, innovate, and inspire change within our communities and industries,” he said.
