As the country immersed itself in the grand celebrations around Durga Puja to pay homage to the embodiment of Shakti, Goddess Durga, a thought-provoking awareness campaign around the real-life status of women in India was launched. The campaign’s film titled Nari Shakti. The Steel Within shines the spotlight on various twisted narratives that circulate in society and now on social media about women. Having women themselves mouth these regressive and offensive conversations, the film forces us to acknowledge how these misogynistic narratives are perpetuated both online and offline on a daily basis.
Much of what the film depicts has clear parallels in real life, such as naming and shaming of women without proof, based on misogynistic, regressive views. The film is a shout-out to sisterhood, for women to recognise they are not alone. It tells women that all the slurs and hurt that come your way are only the fire in which the steel of your resolve and your character will be forged. This film seeks to put across a powerful message that women have and will continue to hold strong if they tap into the steel that is within them.
Sharing insights on the creative ideation, Swati Bhattacharya, creative chairperson, FCB Ulka India, said: “During Durga Puja the worship of the female force and nari shakti reaches a frenzy in our country. It’s probably the best time to remember how we treat women for the rest of the year. Easy to fault. So easy to malign and resent. Constantly judged and questioned when it comes to the choices they make or held responsible for the choices men make. And yet they power on. #SteelWithin.”
Elaborating on the brave message of the film, Swati Agarwal, chairperson, Elegant Steel, said: “As one of India’s leading steel brands, our values have always stood for quality, strength and resilience and this Durga Puja we wanted to celebrate these same values we see in every woman who has gone through the fires of being judged and tested and have emerged stronger.”
Nari Shakti. The Steel Within is a CSR initiative of Elegant Steel, a leading Calcutta-based iron and steel company.