With the day marking India’s 74th Independence Day, many corporates initiated conversations around their respective brands. While most chose to speak about ‘Make In India’ or nation-building, few took up causes they strongly felt for. Essar chose the day to launch a very thought-provoking video, bringing out an extremely different, yet pertinent, perspective on ‘Freedom’. The video they launched spoke about transgenders, and the importance of their inclusivity in the society. The community, that struggles with marginalisation, typecasting, lack of recognition, and alienation, often finds itself trapped from within.
Through their Rainbow Project, Essar Foundation, Essar’s CSR arm, has been doing a lot of work at grassroots for the empowerment of transgenders, and promoting awareness and inclusivity. Their Trans School initiative is an online learning and development platform dedicated to the requirements of transpersons, and has successfully been conducting sessions every week.
This Independence Day, Essar took their efforts a step further by showcasing the strong link that freedom has with diversity and inclusivity. Essar’s post for Independence Day, that flashed across all its digital and social platforms, provided a refreshing take on Freedom, and how critical Diversity and Equality are for an empowered Nation.
Unfurling the flag of an Inclusive Independence Day, Essar showcased a montage with an extremely strong and crisp message. Without getting into the details of their initiatives, the film just focused on highlighting the cause, and encouraging everyone to share their privilege to help transpeople be empowered citizens. We hope more corporates come out in support of such causes, that are extremely critical for the development of our Nation, and yet are somehow given a miss by most!
