Global mobility giant Uber in collaboration with Dentsu Webchutney, the digital agency from the house of Dentsu international, has launched a new campaign to double down on the company’s commitment to make every opportunity #WithinHerReach.
The campaign is based on the fact that the lack of remote-working options and rigid working hours have kept women away from the workforce. However, the new normal offered a new concept as Working-From-Home (WFH) began to function as the only option – at least for a long while. Suddenly, second careers began to work for women, as night shifts and jobs from all over the world, suddenly became viable options for women.
In 2019, three in every five working women have chosen their career options within a radius of 1 kilometer from their respective homes even at the cost of higher-paying jobs. As 'Work From Home (WFH) concept 'Works For Her'(WFH), Uber has decided to drive the conversations to support Work From Home as a consistent option for women, even after the world is free to move.
Sanjay Gupta, Marketing Director APAC, Uber added, “2020 has been a year to forget but it did have one silver lining. More Indian women entered the workforce during the pandemic-induced lockdown, attracted by the possibilities of working remotely and on flexible hours. Participation of women in India’s workforce rose to 37% as of July-end from 30% in April. As we enter the new normal, let's continue to fuel this momentum and make flexible work & WFH essential elements of corporate India.”
Uber Technologies, Inc (Uber) is an American technology company that is one of the largest firms in the gig economy. Its services include ride-hailing, food delivery (Uber Eats), Packaging delivery, couriers, freight transportation, and through a partnership with Lime, electric bicycle, and motorized scooter rental.
“It’s safe to say that geography is history. With WFH and remote-working opportunities, fewer women will feel compelled to drop out of the workforce. And as a result of this, more women will grow into senior leadership roles. It’s taken a pandemic for us to get here - but it’s important we seize this silver lining to move forward,” says, Priyanka Borah, Vice President, DentsuWebchutney.
DentsuWebchutney is a member of the Dentsu Aegis Network and works with leading companies in India by developing award-winning and memorable experiences for brands to connect, engage with and build sustained relationships with their consumers online.
