By A Correspondent

Tata Tea’s social activism movement Jaago Re has launched a new film that showcases an instance of gender inequality we most often ignore. The film depicts how we perpetuate the notion that women are the weaker sex and thus, inferior to men through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. Through these films, the brand aims to educate and drive awareness on the urgent need to create a safer environment for women in India.

Commenting on the film, Rishi Chadha, Head Marketing – Tea, Tata Global Beverages said: “It is our firm belief that true social change can only occur when we address the root cause of a social issue. To effectively combat the rising cases of violence and discrimination against women, we need to dispel the incorrect notions of male superiority that are knowingly or unknowingly taught to young children and then continued into adulthood. Therefore, it is imperative to educate our children about gender sensitivity so that both boys and girls can grow up in a mutually equal and respectful environment.”

Indeed.