Mumbai : Eveready Industries India Ltd. (EIIL), India’s No. 1 Battery Brand Synonymous with Power, Performance, and Reliability, collaborated with India’s First Woman IPS Officer, Dr. Kiran Bedi, to launch a never-before flash light fitted with a safety alarm—the Eveready Siren Torch. This disruptor in the market and pioneering siren flashlight emits a loud 100dbA safety alarm upon the user pulling the attached key chain in a distressing situation. Very recently, a siren flashlight has been introduced, it’s going to be the ultimate solution to feeling safe and secure in daily life. This brand comes under the umbrella of a new campaign, #AwaazUthaneyKaPower, that deaf and verbally challenged people lead to spread awareness for this product which is going to provide safety and security to anyone, everywhere. For the #AwaazUthaneKaPower campaign, Eveready collaborated with India Signing Hands, a developed entity at the heart of which lies an ethos of providing solutions to “accessibility” issues faced by the deaf community in India.
The film, conceptualized by Ogilvy India for the campaign against the silence on women’s safety, connects with the deafening power of non-verbal communication. The women who are deaf and verbally challenged describe their traumatic experiences through sign language about being alone in different spots. They recount being really close to danger sometimes or getting eve-teased. Eveready Siren Torch empowers women to make noise even without a voice, using 100 decibel SOS alarms that deter abusers and attract passers-by for help. The film urges others to rise for themselves too, empowered by this message— “Ab awaaz main bhi uthaungi”: I will raise my voice too. He added, “Speaking on the occasion, Bedi said, “A woman’s physical and inner feeling of safety empowers her; it is absolutely essential for her mental health. Sometimes an extrinsic tool might be required to feel safe in all circumstances—whether moving out at odd hours or travelling distances to fulfill their dreams. Eveready’s unique Siren Torch is a considerable step in empowering women to feel safe with an assurance to go that extra mile, sans hesitation and apprehensions vis-à-vis safety.”
“I am proud to support the #AwaazUthaneyKaPower campaign and look forward to extending this partnership with my NGOs, Navjyoti India Foundation and India Vision Foundation, to further our shared goal of women empowerment and creating a more secure society for one and all,” she added.
Eveready Industries India Ltd. senior VP & SBU head, bqtteries & flashlights, Anirbhan Banerjee stated, “Eveready is a tireless champion of infinite power”.
It’s this very spirit that has driven us to design Siren Torch as a game-changing solution, going much beyond mere functionality to symbolize hope and empowerment for women across India. With the concern for women’s safety at the core of our commitment towards excellence and innovation, this game-changing device empowers them to make noise even without a voice. It’s 100-decibel SOS alarms to prevent abuse and alert passersby. But we believe this is a vault that is just waiting to posit a huge positive change in many a woman’s life. From the oft-deserted farmlands of rural India at night to the solo late nights of urban India—Siren shall empower women to unlock the power of self-defense, build confidence, and shape a safer future for themselves and their communities”. “Giving voice to the voiceless is not an easy task.
But when Sujoy and his team cracked the idea of using non-verbal actors for the campaign, well, there wasn’t too much to do after that. The involuntary silence of the actors on screen helps drive home the impossibility of the situation that women face every single day. The mute protagonists of the films speak out for women who suffer in shame, indignity, and crude violence without a word. Now everybody will get to make noise, even when they don’t have a voice\”, said Ogilvy India CCO, Sukesh Nayak.
