On International Women’s Day, BIC Cello collaborated with Josh Talks to celebrate women achievers

New Delhi: To honour women from all walks of life and celebrate their pivotal role in society, BIC Cello, India’s most recognized stationery brand and leading manufacturer and distributor of writing instruments, has launched a storytelling initiative titled ‘Cello Sign of Success’ on International Women’s Day. BIC Cello partnered with Josh Talks, one of India’s largest and fastest growing impact media platforms, to showcase the inspiring and empowering narrative of select women achievers who push through limits set by societal, cultural, and economic barriers to achieve their dreams.


Through the voice of three remarkable women who have challenged gender norms, BIC Cello aims to usher positive change in society and inspire the next generation of leaders. The videos will entail talk sessions with these female leaders who will be taking the audience through their personal journey of courage, valiance and self-discovery. Some of the women that will be featured in the series include Ruma Devi – Social entrepreneur, handicraft artisan from Barmer (Rajasthan) and recipient of Nari Shakti Puraskar in 2018 – the highest civilian honour for Women in India, Dr. Seema Rao – India’s first and only woman commando trainer and Shalini Agnihotri – First women IPS officer in Mandi, Himanchal Pradesh.


Commenting on this special initiative, Mr. Tanveer Khan – Director, Marketing, BIC Cello India, said. “We wanted to acknowledge the powerful role played by women towards both building a better future for themselves and their communities. We at BIC Cello want to laud the strong spirit of these women who have pushed boundaries and navigated the odds. Josh Talks offered us a great platform to take these inspiring stories to millions across India to help inspire and transform lives. As a leading stationery brand, we are deeply committed to empowering communities through education and believe that people have the power to script their own destiny. Today, we are honored to celebrate these torchbearers and their personal narratives on International Women’s Day.”


Commenting on the partnership with BIC Cello, Supriya Paul – Co-founder, JoshTalks said, “At JoshTalks, we believe that powerful stories when told vividly and authentically, can change minds and spark action. The new video series with BIC Cello is an effort in that direction. I am confident that the stories shared by these extraordinarily brave, passionate and strong women will serve as an inspiration to millions across the country who encounter societal conditions which limits their personal and professional development. This series is a fitting reminder of the power of a determined woman.”


The initiative is powered by Cello’s Signature pen range and remains aligned to its core brand promise of ‘Sign of Success’. The philosophy of celebrating signs of success is also reflected in brands’ communication that highlights the need to give women wings to soar high and achieve their dreams. Cello’s Signature campaign acknowledges the emotional support extended by an IAS officer’s family who encourage her not to let her professional calling be hindered by domestic responsibilities. The family is shown wholeheartedly supporting the married officer’s dreams and gladly pitching in to take care of household work in her absence, an approach reflective of defying stereotypical expectations levied on a married woman.


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