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SOIE’s New Campaign Breaks Stereotypes with a Heartwarming Father-Daughter Bond

Do you remember the last time your father helped you shop for lingerie or activewear? Likely not, because in the Indian society, this is traditionally a mother’s role, who shares a unique bond with her daughter, being her go-to comfort zone, especially in those crucial years of puberty. Breaking stereotypes, SOIE, a prominent lingerie brand from Ginza Industries Ltd., has launched its first heartwarming campaign highlighting a special father-daughter relationship. The campaign, launched with a brand film beautifully portrayed the bond between a father and daughter, focusing on the thoughtful gesture of a father purchasing activewear for his daughter to support her fitness journey.

The advertisement challenges stereotypes by depicting a father choosing innovative and stylish activewear for his daughter, despite her initial reluctance to open up to him, ensuring she has the best for her workouts and enjoys a weekend cycling trip with her friends. The campaign highlights the versatility and high-quality materials of SOIE’s latest collection, crafted to provide maximum comfort and support for various activities, from gym workouts to yoga sessions, from a daily running and cycling routine to even casual wear. The campaign emphasizes on the significance of family support and the meaningful actions in a parental relationship that promotes body positivity and emotional well-being.

Talking about breaking stereotypes Amrit Sethia, Vice President, SOIE – Ginza Industries Ltd said “We wanted to create a campaign that not only showcases our new activewear collection but also tells a heartfelt story that resonates with our audience. The bond between a father and daughter is special, and through this campaign, we celebrate those small yet significant gestures that show love and support. Our campaign illustrates the same, as we showcase the emotional support by a father making his daughter feel confident and comfortable. Meticulously crafted for durability, flexibility and style, at SOIE, we ensure premium craftsmanship and thoughtful details, with utmost importance given to quality, in order to celebrate every body type.”

With this campaign of ‘Weaving Deeper Bonds’, SOIE celebrates all those special Fathers whose unconditional love ensures uncompromised comfort and care, transforming disappointments into delights by intuitively understanding their children’s desires. With surprising actions, they make every dream, big or small, come true, highlighting the profound impact of their support and love.With this campaign of ‘Weaving Deeper Bonds’, SOIE celebrates all those special Fathers whose unconditional love ensures uncompromised comfort and care, transforming disappointments into delights by intuitively understanding their children’s desires. With surprising actions, they make every dream, big or small, come true, highlighting the profound impact of their support and love.

Source Link: https://www.mediainfoline.com/advertising/soies-new-campaign-breaks-stereotypes-with-a-heartwarming-father-daughter-bond

Website Link: https://soie.in/

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SOIE Joins Hands with Kavach – A Movement to Empower Underprivileged Women

Delhi: SOIE, a leading lingerie brand from Ginza Industries Ltd., in association with Kavach – A Movement the flagship charity initiative of Nurturing Minds Charitable Trust, is proud to announce its continued commitment to raising awareness about menstrual hygiene with the annual distribution of 3000 panties for underprivileged women and girls. The initiative is aimed at facilitating basic hygiene care products.

In addition to its annual commitment, in a recent promotion, SOIE pledged to donate one panty for every purchase made on its website in May, especially during World Menstrual Day, regardless of the order value. This initiative will successfully lead to the donation of an additional 1,000 panties to Kavach – A Movement, on top of their annual donation of over 3,000 panties, over the next three months.

SOIE distributed 3000 panties to underprivileged women and girls in rural areas of Maharashtra with the help of Kavach’s network. The project kicked off last April and ran for a year resulting in supporting and impacting over 3000 women facilitating basic hygiene and menstrual care.

SOIE, in collaboration with Kavach – A Movement, strives to increase the availability of menstrual hygiene products and provide menstrual education, fostering a supportive environment that breaks down stereotypes, superstitions, and stigma associated with menstrual care. This initiative is designed to empower women and girls by fostering behavioural changes and promoting greater awareness and understanding of personal hygiene. It aims to uplift underprivileged girls through sustainable efforts, driving meaningful and lasting impact.

Kavach’s initiatives are aimed at the empowerment of underprivileged girls and women through education and skill development. By providing awareness and correct knowledge to other stakeholders, including parents, school teachers, and staff, Kavach creates a supportive environment for effective menstrual hygiene management and the elimination of menstrual health stigma.

Amrit Sethia, Vice President, SOIE – Ginza Industries Ltd., expressed, “At SOIE, as a responsible brand and employer with 70 per cent women workforce, we believe in using our reach and platform towards making a positive impact in the community. Our collaboration with Kavachis part of our commitment to empowering women and promoting menstrual hygiene. Together, we can break down barriers and create a more inclusive and supportive environment for all. SOIE and  Kavach – A Movement are working together to make a tangible difference in the lives of women and girls across India, hence, we will strive to increase our annual commitment with Kavach to 5000 panties by next year.”

Source Link: https://www.csrmandate.org/soie-joins-hands-with-kavach-a-movement-to-empower-underprivileged-women/

Website Link: https://soie.in/

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