Samsung Mobiles launched their latest campaign, “Aangan” which is inspired by true tales of women residing majorly in rural areas, regarding their struggle to work and gain hard-earned money.
The background narrative being played throughout the video is an ongoing string of taunts which majority of the women in our society tend to face, such as “So you dare to step out alone? You’ll bring nothing but shame” “Ah, you’ll still dream?” all such comments that are passed, do nothing more than bring a woman down and lower their morale.
But what we see happening in the video in the video is the opposite of the voiceover narrative. A woman is seen going out to work and facing all the difficulties which come her way without fret, in a positive manner.
A spark of hope is seen. through Aangan-an online marketplace for female artisans which is an initiative by Samsung in collaboration with Karavaan Crafts Foundation.
What does Aangan do?
Skill development training for female micro-enterpreneurs.
Digital Literacy Training across Pakistan.
Nationwide free delivery.
All in all, Aangan is a great initiative and a breath of fresh air, to see that such resourcefulness has come into play and a step has been taken to not only bring in business for micro women entrepreneurs but also in increasing digital literacy, which is a big step in making the Pakistani population more literate.
