The role of women in our society has changed drastically in the past few decades and for the better. Women are now occupying the corporate positions previously regarded as masculine and are outpacing their male counterparts in some areas. The gender stereotypes which were more prevalent in the society decades ago are breaking slowly. But there is still a long way to go.
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According to Forbes India, women comprise about 30 percent of senior corporate management positions in India, which is notably higher than the global average (24 percent). But when it comes to the gender gap in overall workforce, India is one of the worst countries in the world — 113th out of 135.
Where it comes to entrepreneurship, it’s a place that still lacks complete female led organizations. Women constitute only 13.76% of the total entrepreneurs, i.e., 8.05 million out of the 58.5 million entrepreneurs.
Women bring a different set of perspectives to problem solving that can enhance the quality of the solution. Women bring a unique set of conflict management and experiences that can help in decision making enhancing the quality of the decision. One such female led organization is carving out its own niche in the entertainment industry and paving the way not only for themselves but for the brands and talent that they represent.
M5 Entertainment is an all women led celebrity and brand collaboration agency. At the helm of the agency are two female entrepreneurs that have extended their reach all over the North with mainstream Bollywood actors such asKareenaKapoor, JaquelineFernandes, DishaPatani, NehaDhupia, and southern superstars such as Samantha Prabhu, PoojaHegde, and Rakulpreet. Successful brand collaborations also include SonamKapoor, Mira Rajput Kapoor, KarishmaKapoor in addition to a very formidable list of influencers that encompass micro, nano, macro and mega influencers that encompass digital collaborations.
"Working alongside brilliant female entrepreneurs out there in the Indian entertainment industry is extremely fulfilling. For me, being a female entrepreneur means being a leader, a creator and work with inspiring talent and brands. We are soon looking to take this further and create women oriented films and content and continue to grow from strength to strength.” commented Sonya V. Kapoor on the M5 Entertainment’s journey and their future plans.
M5 has worked with iconic brands such as Marico, Tata Sky, Park Avenue, Sony Music, Reebok, Drools, WOW, Aurelia, Colorbar, Bombay Shaving Company, Firstcry, Sony Liv, OLX, pTron, Biotique to name a few that have resulted in successful collaborations with female talent.
The company is young, vibrant, creative and extremely transparent and cost effective. It is working with A+ brands and talent across sectors. M5 provides a complete set of brand solutions from idea to execution and is always looking to create memorable campaigns with every brief. Being one of the only few agencies in this space that have female co-founders at the head of it has come with its challenges but they have been successful time and again. They have paved the way in terms of the number of deals that they have engaged with actresses for and are one of the market leaders in this regard.
“Women need a seat at the table in the entertainment industry. The volume of the products that are being targeted to the women is unmatched, it's only obvious that the decision to target them stays in the hands of the women and communicated by the women in the entertainment industry." said Amrita Mendonza on M5 Entertainment’s continued collaboration with actresses.
Given how mainstream digital media has evolved, one can anticipate that brands may also choose between using a single ambassador across all channels or have multiple faces for a campaign across different mediums. Further, endorsement deal structures are expected to continue evolving.
M5 Entertainment boasts of a high share of volume for the deals for the female talent they have associated with since its inception. With a total of 59 deals that have engaged a female ambassador, M5 has worked with over 40 actresses and encompassed over 35 brands and is opening up its doors into creating female centric stories for the film and OTT space.
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