We could have chosen one of any number of creative ads - and there have been an encouraging number - to celebrate International Women's Day today.
But this was hard to go past. The work of Ogilvy India for Greenply, it shows a group of women peering into a cupboard to identify the things that had been made by women... while overlooking the cupboard itself.
Greenply managing director Rajesh Mittal says a partnership with Archana Women's Centre provides expertise through a variety of training programmes which teach mechanical skills, knowledge about newer techniques and critical thinking skills, which will develop the women workforce to meet all challenges of carpentry.
"At every phase, we attempt to find ways to empower and include women workforce in our ecosystem, where they can lead the plywood industry forward."
Ogilvy's Sukesh Nayak says there is still wonder at the thought of women working in professions such as carpentry. "We wanted to seize the opportunity to drive home the flaws in our ways of thinking. That's why we chose Women's Day as the right time to catapult this event."
The campaign is at #StopSayingWomenCant
...and yes, it's a shame hashtags can't apparently have apostrophes!
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