This women’s day, BLACK+DECKER redefines how women #ScrewItUp

Created and conceptualised by Schbang, the campaign uses witty wordplay to shatter stereotypes

Bangalore (Karnataka) [India], March 10: BLACK+DECKER, a part of Stanley Black and Decker, global leader in hand tools and power tools, launched the #ScrewItUp campaign on the occasion of International Women’s Day. The campaign aims to screw the stereotypes surrounding women’s effective use of tools.

While women are more independent than ever, men are still believed to be more capable of household chores involving using tools. Whether it be fixing a light bulb or putting together some furniture, women are perceived as less-than-handy for the job and will most likely end up screwing it up.  Using this insight cleverly, the campaign redefines what it means for women to #ScrewItUp when it comes to hardware tools.

Created and conceptualised by Schbang, the campaign consists of a 30-second film where a woman is seen assembling furniture at home while her husband walks in and says he would do it himself as she would only screw it up. She proves him wrong by assembling the shelf with help from BLACK+DECKER’s BD40 cordless screwdriver and sarcastically responds, “Screwed it up.”

The campaign really put the last nail in the coffin of the existing stereotype around women not being able to use tools.

On the conceptualisation, Sushant Vithaldas, Business Head, Schbang Bangalore said “For Women’s Day, our goal was to showcase the familiarity and comfort around a Do-it-Yourself approach to basic home improvement which are often overlooked or underestimated for women at home. Our campaign goes beyond simply breaking down these stereotypes. By creating the hashtag #ScrewItUp, we transformed a phrase that has traditionally been associated with negativity or lack of ability into a positive celebration of her self-sufficiency.”

If you have any objection to this press release content, kindly contact pr.error.rectification@gmail.com to notify us. We will respond and rectify the situation in the next 24 hours.

Business

Roadshow on Bharat Tex 2024 in Coimbatore Evokes huge Response

Mr. Bhadresh Dodhia, Chairman – SRTEPC New Delhi (India), November 28: A Mega Textile Show called as Bharat Tex 2024 will be held in February 2024. A Core Committee has been constituted to organize the event with Mr. Naren Goenka, Chairman, AEPC is the Chairman   and Mr. Bhadresh Dodhia, Chairman, SRTEPC is the Co-Chairman of this Committee. SRTEPC (The […]

Read More
Business

AMIC FORGING LIMITED– SME IPO at BSE SME to open on November 29, 2023

Mumbai (Maharashtra) [India], November 28: IPO is set to commence on Wednesday, November 29, 2023, and will conclude on Friday, December 01, 2023. The IPO comprises an issue size of up to Rs. 34.80 crores, featuring 27,62,000 Fresh Issue Equity Shares. The Anchor Allocation shall take place on Tuesday, November 28, 2023.  The book-running Lead […]

Read More
Business

Tilara Polyplast Redefining Possibilities in Polycarbonate and Acrylic Solutions Globally

Tilara Polyplast Redefining Possibilities in Polycarbonate and Acrylic Solutions Globally Rajkot (Gujarat) [India], November 28: Tilara Polyplast, a trusted leader in the manufacturing of polycarbonate sheets and acrylic sheets, has become synonymous with excellence under the visionary leadership of CEO Brijesh Tilara. Established in 2014, the company has expanded its footprint worldwide, exporting its high-quality […]

Read More