In recent years, there has been a significant focus on women empowerment, which has, no doubt been a positive step towards gender equality. However, Almirah, in their latest campaign “Almirah aur Tum” takes it a step further to encourage women from all walks of life to prioritize themselves and their well-being.
In these 110 seconds, Almirah’s DVC not just appreciates women for what they do every day but has also beautifully highlighted the importance of self-prioritization.
The campaign has placed emphasis on the word “Tum” addressing women, and hence, has driven home the idea that most importantly it is their well-being that matters. Because, “jab tak tum main tum ho na tab tak sab kuch theek hai”, which means that ‘As long as you are you, everything is alright’ which is all you need for a fulfilling life.
A woman tends to have a soft and generous nature. She is a true force of love and compassion in the world. She embraces her roles as a mother, wife, daughter, sister, and more, wholeheartedly giving herself to each one. Her nurturing spirit knows no bounds as she selflessly devotes her time, energy, and love to those around her.
Almirah emphasizes that amidst her incredible capacity for love and selflessness, this remarkable woman must also understandthe importance of self-care and self-prioritization. She must recognize that her own well-being is fundamental to effectively fulfill her roles. She must know that in order to give her best, she must first nurture herself physically, emotionally, and mentally.
‘Tum wo ho jo kisi Hero se kum nahi,
such pooch to tum jesa kisi mein dum nahi’
The DVC begins by reminding women that they are the hero of not just their lives but also of others around them. Therefore, they are important in whatever role they are taking and deserve to prioritize themselves and their well-being. The idea is not to neglect other relationships, but rather to prioritize self-care and self-love in order to be able to give one’s best to others.
Furthermore, it highlights the importance of self-appreciation.
“Jo haasil kiya hai uspe khud ko shabaashi deti ho?
I’m so proud of you. Khud ko ye kehti ho?”
In the everyday grind, it’s easy to lose sight of how far we’ve come. The DVC emphasizes women to clap for not just the good things in life being sent down, but also to clap the loudest for themselves.
The core idea conveyed by the DVC is a message of empowerment, emphasizing that considering one’s own needs is not an indulgence but a fundamental requirement. Women should not feel guilty or selfish when allocating time for themselves. Instead, tending to their own well-being should be regarded as an essential stride towards attaining a joyful and balanced life.
The campaign garnered a lot of appreciation from women. Celebrities/influencers, such as Saheefa Jabbar Khattak, Anoushey Ashraf, Humna Raza, Nyla Raja, By.Urooj, Shanzay Sheikh and many others have been quick to endorse and appreciate the campaign’s powerful message of encouraging women to prioritize themselves. Some have taken to social media to share their support, while others have shared personal stories of how prioritizing their own well-being has transformed their lives.
Celebrities shared how sometimes responsibilities take up our passions and we tend to lose our happiness along the way. Almirah aur Tum helped them in reminding themselves to do the things they like to do and follow their heart and passion.
Some have even shared photos of themselves dressed in Almirah clothing, encouraging women to embrace their own style and indulge in the joy of self-prioritization, beautifully reminding their followers that fashion can be a powerful tool for self-care and self-expression, allowing each individual to celebrate their unique beauty and nurture their souls through the language of style.
In addition to celebrity endorsements, the campaign has received widespread support from women of all ages and backgrounds. Various magazines also shared the DVC to acknowledge the beautiful manner in which an important message was conveyed by the brand. Many women also shared their support using the TUM filter introduced on Instagram by Almirah.
Almirah’s campaign is a welcome change as it reminds women to take a break from their busy lives to focus on themselves for their better health and happiness. By emphasizing the importance of self-care, self-love, self-appreciation, and self-acknowledgment, the campaign has struck a chord with women around the world who are looking to prioritize their own well-being. Hence, it has received enthusiastic support from celebrities and women alike.
Fahad is an entrepreneur and a marketing enthusiast who loves to write on trending topics. He loves travelling & playing tennis is what he does in his leisure time. He tweets @fahad164.
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