A Peek Into PAC’s Women’s Day CSR Initiative

‘An Expression of You’, a tagline we at PAC proudly attach to our brand, found new meaning and a whole new perspective this Women’s Day through our CSR Campaign. Pondering upon what this tagline stands for us as a brand and how different individuals could perceive it, led to the birth of an initiative we now hold dear to our hearts, An Expression of You – Rewritten. We undertook this initiative in partnership with the Atijeevan Foundation, founded by Pragya Prasun, an acid attack survivor and prominent Indian activist. 

What is ‘An Expression of You – Rewritten’? 

It shares the encouraging stories and journey of empowerment of 5 women who survived an acid attack and how they rewrote the rest of their lives. It also touched upon their perspective of what the brand’s tagline meant to them, individually and collectively. Through the well-renowned magazine, Femina India and our social media presence, we wanted to bring awareness to such heartbreaking incidents and give them a platform to share their stories. 

PAC’s Partnership With Atijeevan Foundation

A small spark with the desire to undertake such an initiative soon spread like wildfire throughout our team and management. The next step was obvious, we were sure about contributing to this cause as we felt that their stories needed to be told. And that led to us reaching out to the Atijeevan Foundation. While discussing collaborative initiatives with Pragya, she helped connect us with these 5 brave women whose gut-wrenching yet empowering stories were yet untold, opening the door for us to step in. 

Our campaign took place from March 5th to March 16th, including videos that highlighted the different perspectives on our tagline from these women and our external voices, 5 episodes that encapsulated the individual journey of these 5 women, some BTS shots capturing the entire experience, and the impact that it had on us individually and as a brand. It also included how we celebrated Women’s Day with them. Click for a sneak peek of our Women’s Day Initiative. 

Interested in hearing more about their journey? Click to check out our YouTube playlist too. 

PAC’s Pledge

With the desire to offer financial support to these working professionals who strive to build their careers, monetary remuneration was provided and we aim to contribute even more going forward. 

 Although the campaign concluded on our social media platforms to celebrate these warriors, the vision remains with PAC pledging to continue supporting this initiative and that this will be the first of many more to come!