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Kyoorius introduces Zee Equality Award with Indian Creative Women


Indian Creative Women is an independent forum working on amplifying the percentage of women creative directors in the Indian Advertising and Design industry and Kyoorius is proud to announce their partnership with them.  Kyoorius has come up with a host of initiatives in collaboration with them that will boost gender equality on their stage and in the industry.

Kyoorius is moving forward to recognize and reward work that has addressed and impacted gender inequality in India through innovative thinking and for this, it is introducing the Zee Equality Award – The Purple Elephant.

The ‘purple’ colour has been historically associated with efforts to achieve gender equality and it signifies justice and dignity. A special jury will decide and announce the winners shortly. The judging guidelines are as below:

The work should:

–          Challenge gender bias and gender inequality

–          Show a powerful and positive representation of gender (women/ non-binary women/ or trans people)

–          Set out to create a positive long term impact

–          Should feel authentic and highlight a real systemic issue

–          Have results that go beyond talkability – has truly made a difference

–          Match Kyoorius’ high standard of excellence in creativity and craft


The work should NOT be about:

–          Enforcing gender stereotypes under the guise of empowerment

–          A stunt or a gimmick on a set day like women’s day, or lip service without commitment

–          Safety being a woman’s responsibility only

–          Misogyny as bait for empowerment

For the judging process across all categories of awards, Kyoorius has also released an additional guideline. The entrants might be asked to withdraw the piece of work, in case the majority of jury members find any piece of work sexist. It includes portrays women through harmful gender stereotypes, shows overt sexualization of them or any work that objectifies women. Based on the above-mentioned considerations, the judges will have the authority to decide if a piece of work is sexist.

Sakshi Choudhary, Founder – Indian Creative Women says, “Kyoorius is one of the most credible and influential award bodies in Asia. Every year, it brings powerful brands and agencies of India on one platform. We’re delighted to partner with them to drive real change. This year, they are a shining example and a true benchmark of what this industry can achieve on gender diversity. Our wish is to see each decision-making room in agencies as balanced as the Kyoorius jury room this year.”

Rajesh Kejriwal, Founder and CEO, Kyoorius, says, “We have, since inception, been cognizant of the role of a platform like Kyoorius in achieving gender balance and equality in everything that we do. We are delighted to partner with Indian Creative Women for the Purple Elephant Award. In addition, we are also delighted that Zee Entertainment has enthusiastically agreed to support the Purple Elephant initiative.”

The site has all the details regarding the judging criteria for the Purple Elephant.

Kyoorius plans to recognize the innovative efforts of agencies and brands to hire, retain and promote women into leadership in 2022. Along with that, it will consist of the ntroduction of new policies that organizations have introduced to consciously give women within the industry an equal opportunity.




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