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Research Article Open access CC BY 4.0

Empowering Narratives: Exploring the Impact of Kotak General Insurance's 'Drive Like a Lady' Campaign on Shifting Perceptions of Female Empowerment

Rupali Verma, Umang Gupta

Journal of Education, Society and Behavioural Science · pp. 34–43 · Published 23 May 2024

10.9734/jesbs/2024/v37i41316

Abstract

Amid India's evolving societal landscape, this study delves into the profound influence of Kotak General Insurance's 'Drive Like A Lady' campaign on reshaping perceptions of female empowerment and aspirations. Central to the campaign is the portrayal of Surekha Yadav, India's first female loco pilot, whose journey embodies resilience and determination. By spotlighting Yadav's story and celebrating women who drive change, the campaign aims to instill empowerment and possibility among its audience. The literature review section provides a thorough examination of relevant literature surrounding gender stereotypes, biases, and the role of advocacy campaigns in driving social change. The methodology section outlines the research approach adopted to analyze the 'Drive Like A Lady' campaign. This section discusses the theoretical underpinnings guiding the analysis and the conceptual framework employed. Drawing on theories such as the Hypodermic Theory and the Habermas Public Sphere Theory, it offers a conceptual framework for understanding the transformative potential of initiatives like the 'Drive Like A Lady' campaign in challenging ingrained societal norms and fostering inclusivity.  It emphasizes the use of qualitative analysis, and content analysis, to examine the campaign's effectiveness in reshaping cultural narratives surrounding female achievement and ambition. In the results section, the findings of the study are presented, highlighting the campaign's effectiveness in challenging biased stereotypes and inspiring young girls to pursue ambitious goals. Through content analysis and exploration of existing literature, the research uncovers how the campaign's storytelling strategies and celebration of female role models foster a more inclusive and aspirational societal narrative. Additionally, the study examines the campaign's resonance across diverse demographic groups, probing its ability to surpass cultural boundaries and resonate with individuals from varied socio-economic backgrounds. Finally, the conclusion synthesizes the key insights from the study, emphasizing the significant impact of the 'Drive Like A Lady' campaign as a catalyst for reshaping cultural norms and empowering the next generation of women to dream big and defy societal limitations. It underscores the transformative power of advocacy campaigns in driving social change and recommends further research to explore the long-term implications of such initiatives on gender equality in India.

Achievement ambition aspirations bias campaign change cultural determination

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