Vedanta Aluminium launches #BreakTheBias AR campaign for women

Vedanta Aluminium Business, India’s largest producer of aluminium and its value-added products, has launched ‘Vedanta#BreakTheBias’ Augmented Reality (AR) campaign on Instagram on International Women’s Day. The campaign is aimed at gamifying the message that female students and professionals should actively consider a career in the manufacturing industry, which is the most under-represented in terms of gender diversity. The Vedanta#BreakTheBias AR selfie filter invites the viewer to visualize themselves in manufacturing gear like hard hats and safety jackets with the backdrop of a manufacturing plant.
To use the filter, viewers can go to Vedanta Aluminium’s Instagram handle (@vedanta_aluminiumbusiness), click on the filters section, and try out the first filter titled Vedanta#BreakTheBias.With the words ‘Shout-out to women in manufacturing’ and #BreakTheBias emblazoned across it, the AR campaign seeks to encourage both men and women to try out the filter and post their selfies on their Instagram handles to encourage women to opt for a career in manufacturing.
Globally, the number of women in manufacturing and heavy engineering segment has traditionally been less. Even today, manufacturing is not amongst mainstream career options for women, even for those choosing to be in STEM (Science, Technology, Engineering and Mathematics) related fields.

On the other hand, the Indian manufacturing industry is rapidly evolving to be among the world’s best. The growing degree of smart automation and leading-edge digital solutions being implemented at manufacturing plants such as Vedanta Aluminium’s offer technologically evolved, high-impact and interesting career options for aspiring professionals. And yet, lack of awareness has kept women from actively considering a career in manufacturing.