Kiran Bedi unveils Eveready’s Siren Torch for women’s safety
Eveready Industries India Ltd (EIIL), India’s No.1 battery brand synonymous with power, performance, and reliability along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm - the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. The brand's latest campaign backs this innovative product.
#AwaazUthaneyKaPower, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all. For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to 'accessibility' issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing.
Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: "Ab awaaz main bhi uthaungi" - I will make my voice heard too.
Speaking on the occasion Dr. Kiran Bedi, Social Activist and first woman IPS officer said, “A woman’s physical and inner feeling of safety empowers her; it is essential for her mental health. Sometimes an external tool is needed to feel safe in all circumstances—whether moving out at odd hours or travelling distances to fulfil their dreams. Eveready's unique Siren Torch is a significant step in empowering women to feel safe with an assurance to go that extra mile without hesitation or apprehensions about safety.”
“I am proud to support the #AwaazUthaneyKaPower campaign and look forward to extending this partnership with my NGOs, Navjyoti India Foundation and India Vision Foundation, to further our shared goal of women's empowerment and create a safer society for all,” she added.
Mr. Anirban Banerjee, Senior Vice President & SBU Head (batteries & flashlights), Eveready Industries India Ltd. stated “Eveready is a tireless champion of infinite power. This spirit has inspired us to design Siren Torch - a transformative solution beyond mere functionality, offering hope and empowerment for women across India. With women's safety at its core, our commitment to excellence and innovation has led to the creation of a game-changing device that empowers women to make noise even without a voice. It’s 100-decibel SOS alarms to prevent abuse and alert passersby. Affordable, compact, and feature-rich, we believe this product will significantly impact women’s lives. From the often deserted farmlands of rural India at night to the solitary late nights of Urban India, Siren will empower women to unlock their power of self-defense, build confidence, and shape a safer future for themselves and their communities”.
