Mumbai: As a part of its commitment to promote diversity and inclusion, this Women’s Day Tata Realty & Infrastructure Ltd., a leading provider of office parks, unveiled a thought-provoking campaign titled ‘Deserved – Reserved.’ This visually impactful campaign aimed to ignite important conversations about gender equality by reimaging the classic game of chess, conventionally perceived to be male-dominated.
The campaign disrupts traditional perceptions of Chess by installing larger-than-life Chess sets at Intellion Office Parks engaging 70,000 tenants across its four campuses. Notably, half of the pieces, painted in pink, demonstrated an equal representation of women in the army, all while adhering to the game's original rules. After each game, the board displayed female warriors, symbolizing that genuine victory necessitates equal participation from all. This underscored the notion that positions of power should be Deserved and not Reserved.
Furthermore, taking this campaign beyond Intellion Office premises, customized Chess Sets will be shared with important stakeholders of various industries to spark meaningful conversation across sectors.
The campaign has expanded across various platforms, featuring compelling illustrations that highlight the stark under-representation of women. For example, depicting an army composed of only 2 women out of 32 warriors serves as a powerful symbol, emphasizing the central message: Chess, often seen as a power game, mirrors the gender exclusion prevalent in our society, where victory hinges solely on the king's checkmate, leaving only one woman in the army.
"To foster equality, it's imperative to safeguard women's rights and promote #InspireInclusion, prompting us to rethink established systems, as exemplified by these Chess sets. To build a fair world, we must secure women’s rights and #InspireInclusion, reimagining existing systems. Every chess game played on this unique board serves as a catalyst for meaningful dialogues, ultimately forging a more inclusive world.” said Sanjay Dutt, MD & CEO at TATA Realty & Infrastructure Ltd.
The campaign was live on 8 March, 2023 where the life-sized installations were put up across Intellion office parks encouraging India-wide participation from employees, occupiers, and other stakeholders. Through this proactive move, Intellion offices by Tata Realty hopes to dismantle conventional stereotypes surrounding women in the workplace and endeavours to demonstrate that women deserve equal recognition and standing alongside men in every professional achievement and setting.
