Bloomberg | Quint, an upcoming Indian business news company recognized the potential of homemakers’ contribution to the economy and decided to celebrate them on Women’s Day 2017.

We got some of the most influential Indian entrepreneurs to speak about how homemakers make the best CEOs – they manage human resources in terms of their family’s various needs, they manage operations in terms of ensuring myriad tasks get carried out without compromising on efficiency levels. They manage daily tantrums, raise future citizens and prepare strategies for a decade, not just the next fiscal – the mark of a great CEO with a long-term vision.

This video became a springboard for various stories across a range of platforms and an effective conversation starter by which we could engage and educate our core audience. More importantly, this video would help us take a crucial first step towards driving mindset change with young Indians.

Our video went live on Women’s Day 2017 across Bloomberg | Quint’s social handles with the hashtag #HomemakersBestCEOs.

Given that this was an offbeat narrative for most women’s day videos, it gained massive traction with media houses such as Yahoo, Bloomberg Asia, The Quint, Best Media Info and Exchange4 Media sharing the video and driving the conversation forward, thus generating massive reach.

Women-friendly platforms like Sheros and youth-centric sites like Youth Ki Awaaz (Voice of the Youth) also promoted the cause. Through sheer PR, we gained high reach and drove relevant conversations around the subject of homemakers as CEOs and a valuable asset to the country.

Through a compelling narrative and well-chosen influencers, we garnered immense traction for this campaign at nearly zero media spend both within and outside the Bloomberg | Quint network.

The #HomemakersBestCEOs hashtag trended on Twitter, reaching out to nearly 3.16 Million individuals. The video received 5,000+ shares on Facebook, a total of 847K+ views and a reach of over 200K people. Yahoo India featured our video on their home page for 7 days, which has daily unique visits of nearly 3 Million individuals. The overall campaign achieved a 26% Social engagement rate.

Later that year, India’s representative to the Miss World pageant, Manushi Chillar used the world stage to talk about how mothers should be the highest paid professionals in the world.

Empowering women has a multiplier effect, and helps drive economic growth and development across the board. Our video was a small step towards realising that goal by placing importance on one of India’s most undervalued assets, its homemakers.