FCB India Champions the 'Steel Within' Women for Elegant Steels
As India readies itself to immerse in the grand annual five-day celebration of Durga Puja which pays homage to the goddess Maa Durga, Elegant Steel marks the festivities with the launch of their new film - Nari Shakti - The Steel Within. The film has been conceptualised by FCB India.
The conversation around why India treats its women so poorly is not new. They are either cast as goddesses or objects of desire, but rarely as human. So the irony of celebrating Nari Shakti and female power for the nine days of Navratri is very stark.
It serves the popular narrative to keep women 'in their place'. It maintains status quo, it keeps the men feeling powerful and important as they feel entitled to. It keeps the women who fall for that narrative also safe in the knowledge that they never really have to test their wings, never have to give up the safety of status quo, not realizing it’s a cage.
The narrative is maintained through words. Cruel words, words aimed to put you in boxes, words to shame, words to make sure you never ever discover your true power within.
When even one woman refuses to succumb to this narrative, the swords and the pitchforks come out. Because one woman freeing herself from the narrative can inspire millions to break free, refuse to be cowed down and write their own story.
Sharing insights on the creative ideation, Swati Bhattacharya, creative chairperson, FCB India, said: “This work is brave because many brands are aware of how social media tries to objectify and classify women… But nobody has spoken about it. Elegant steel asks us to celebrate the steel in us and continue to be the woman we want to be even if it rattles some people.”
Elaborating on the brave message of the film, Swati Agarwal, chairperson, Elegant Steel, said: “As one of India’s leading steel brand, our values have always stood for quality, strength and resilience and this Durga Puja we wanted to celebrate these exact same values we see in every woman who has gone through the fires of being judged and tested and has emerged stronger.”