Zee Equality Award

EqualStock
Brand: Welspun World
Client: Welspun World
Entrant: ^atom network (A Six by Six Comms. Pvt. Ltd. Company)

Purple Elephant

Entry Title:	EqualStock
Brand:	Welspun World
Client:	Welspun World
Entrant Company:	^atom network (A Six by Six Comms. Pvt. Ltd. Company)
Description:	Women account for approximately 75% of full-time farming jobs in India. A real testament to their indomitable spirit. But the representation of that spirit in the online world is almost invisible, especially in stock images. When a brand or a brand representative searches for stock images of farmers in India, what do they get? Men farmers. This underrepresentation needs to be corrected. This skewed online perception needs to be changed. And that’s exactly what our initiative, EqualStock, is about. We have started to rectify this underrepresentation by flooding stock image libraries with hundreds of images of women farmers. Shot by Welspun World and freely available for the world. By using relevant tags, collaborating with journalists and brands, we are trying to push these images higher up the algorithm, eventually leading to an equal representation of women farmers online.
Individual Credits:	Yash Kulshresth
Individual Credits:	Abhik Santara
Individual Credits:	Anil Nair
Individual Credits:	Rahul Gate
Individual Credits:	S. Ravikrishna
Individual Credits:	Yash Ghone
Individual Credits:	Sourabh Dhabhai
Individual Credits:	Shivam Vahia
Individual Credits:	Sanket Misal
Individual Credits:	Ruhee Chamadia