Mumbai, September 2, 2019: In celebration of Onam, Edelweiss Tokio Life today launched a digital film, recognising first-ever women performers of the male-dominated Pulikali art form.
Commenting on their maiden Malayali film, Abhishek Gupta, Chief Marketing Officer, Edelweiss Tokio Life said, “Some stories deserve to be told. Back in 2016, three women performed pulikali along with 500 men in Thrissur. In doing so, they inspired several other women to follow suit in the years to come. Stories about such women who break gender barriers resonate deeply with our brand.”
Pulikali is a 200-year-old tradition, held annually as a part of Onam festivities. It symbolises bravery and wild spirit. In September 2016, N A Vinaya, Divya and Sakheena – members of the NGO Women Integration and Growth through Sports (WINGS) – participated in this folk art to break the age-old tradition of only men performing in these festivities. This film draws inspiration from their personal stories and captures the relationship of a mother-daughter duo. It takes the viewer through the daughter’s determination to become a pulikali performer, while her mother tries to persuade her otherwise.
“Festivals provide a unique opportunity to engage and build a connection with our target audience. This Onam, we wanted to create something special for our Kerala audience and we are extremely proud of the story we have chosen,” Gupta added.
Link to video: https://www.youtube.com/watch?v=f1dVvsVnhok
About Edelweiss Tokio Life Insurance
Edelweiss Tokio Life Insurance is a joint venture between Edelweiss Financial Services Limited, one of India’s leading diversified financial services companies and Tokio Marine Holdings, one of the oldest and largest insurers in Japan. Edelweiss Tokio Life launched its pan-India operations in July 2011, offering proprietary need-based solutions to help customers meet their life-stage financial goals. This lineage brings together a deep understanding of customer needs and international expertise. The company is headquartered in Mumbai, serving over 2 lakh customers through 43,681 personal finance advisors across 121 branches in 93 major cities as on March 31, 2019.
Edelweiss Tokio Life Insurance has been consistently recognized for its product Innovation at several forums, namely Golden Peacock Awards 2018, Golden Globe Tigers Awards 2018, ET NOW - BFSI Awards 2018, India Insurance Summit 2019 and Skoch Awards 2019.
To learn more about Edelweiss Tokio Life Insurance, please visit www.edelweisstokio.in
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