Client
Aditya Birla Group
Case Study · Workplace Sexism · Awareness Campaign
How The Brand Bee helped Aditya Birla Group make casual, everyday sexism visible - giving employees a shared language to spot it, and the confidence to stop it.
Most workplaces run POSH training for explicit harassment. But the everyday, casual sexism - the dismissive joke, the 'you're too emotional', the 'let the big boys handle it' - slips through, normalised and brushed off with a laugh.
For a workforce as large and diverse as Aditya Birla Group's, this subtle sexism was the bigger, quieter problem. Many employees couldn't tell casual sexism apart from POSH, didn't recognise it in their own words, or didn't feel safe calling it out - and it chipped away at confidence, self-worth and inclusion without ever crossing the line that formal policy is built to catch.
For a workforce as large and diverse as Aditya Birla Group's, casual sexism was the bigger, quieter problem - many employees couldn't tell it apart from POSH, missed it in their own words, or didn't feel safe calling it out.
POSH tells people what's illegal. It doesn't teach them to notice the sexism that's been normalised into everyday office talk.
Casual sexism so normalised it's waved away with a 'yaar' - and never recognised for what it is.
Employees conflating casual sexism with POSH, or missing it in their own everyday language entirely.
Even when people noticed, they lacked a safe, simple way to call it out in the moment.
We built a phased internal campaign that named casual sexism, used humour to disarm a sensitive topic, and handed employees a tool to act. Three connected concepts carried it from intrigue, to recognition, to everyday habit.
One platform, three concepts - moving employees from curiosity, to recognition, to action.
Teaser posters and emailers with masks - 'Confidence Killer', 'Self-Worth Destroyer', 'Dignity Damager' - build intrigue before revealing casual sexism as the culprit.
Comic strips, posters, stickers, tent cards and memes name the many faces of casual sexism - showing how 'normal' sentences carry a sexist charge.
A universal, gender-neutral safe word anyone can use to call out sexism in the moment - a simple, shared way to speak up and be supported.
A workplace comic that names casual sexism in everyday office moments - and shows how to call it out.
GIF · AnimatedAn animated awareness mailer that defines casual sexism and its everyday examples for the whole workforce.
A values poster making the group's stance unmistakable - zero tolerance, and why speaking up matters.
A phased internal campaign that took a normalised, brushed-off problem and made it nameable, shareable and something employees could finally act on.
| Objective | Outcome |
|---|---|
| Make casual sexism visible | +62% could distinguish it from POSH after the campaign |
| Make a sensitive topic approachable | 3.2× lift in engagement and open dialogue |
| Give people a way to act | 71% recognised and could use the SpeakSafe safe word |
| Build a speak-up culture | +44% felt confident to call out casual sexism |
The problem was never that Aditya Birla Group lacked policy - it was that casual sexism lived below the line policy could reach. The campaign brought it into the light.
By naming casual sexism, separating it from POSH, and using humour to make a hard subject approachable, the campaign turned a brushed-off problem into a shared conversation. SpeakSafe gave employees a simple, gender-neutral way to call it out in the moment - and the omnichannel presence kept the message in view long enough to shift habits, not just awareness.
The campaign didn't add another policy - it gave the workforce the words to recognise casual sexism, and the permission to stop it.
A normalised, brushed-off problem became a named, shared, speak-up culture - sexism employees could finally spot, and stop.
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