Audi, the German luxury car manufacturer, celebrated Women’s Day with its #DriveTheChange initiative to drive over gender-related stereotypes. Audi India kicked off the initiative by inviting its fanbase to post some of the gender-related stereotypes they are tired of hearing. Having received over 100 responses, the brand took this initiative on-ground by inviting eight women from diverse industries who decimated stereotypes associated with women’s driving with their deft auto skills.
"You drive pretty well for a woman."
"Can your feet reach the accelerator?
"You might want to consider a smaller car?"
"Will you be able to change the tire on your own?"
"You'll be more comfortable in the backseat."
These are just a few examples of some of the age-old, supposedly funny remarks women are often subjected to. In a new initiative, Audi India recognized these for what they are – sexist, obsolete stereotypes that need to be put to rest once and for all.
Commenting on this initiative, Mr. Balbir Singh Dhillon, Head of Audi India, said, “We all look at the same world. But we all look at it in a different way. Sometimes, you need to change your perspective. At Audi, we reimagine mobility. We look for inspiration and visions the everyday. We envision the greater good, we live progress and had to break the stereotypes attached with women and driving. Future is an Attitude and it is time now to change the regressive attitudes which have got established over the years. I am delighted that eight power-packed women joined us to #DriveTheChange and wish all the wonderful women out there a Happy International Women’s Day."
Audi's #DriveTheChange is a culmination of the idea that The Future of Mobility is Equality, a thought firmly rooted in Audi's brand philosophy – #FutureIsAnAttitude. The campaign was conceptualized and executed in conjunction with BBH India.