Kiran Bedi Unveils Eveready’s Siren Torch with Safety Alarm for Women’s Safety

 

Mumbai: "Eveready Industries India Ltd" (EIIL), India's leading battery brand renowned for power, performance, and reliability, has launched a pioneering product, the 'Eveready Siren Torch'. This innovative flashlight, designed to enhance safety and security, features a built-in 100dB safety alarm activated by pulling an attached key chain, providing a powerful tool for women and vulnerable individuals in distressing situations.

The Siren Torch was unveiled by Dr. Kiran Bedi, India's first woman IPS officer, who emphasized its potential to empower women and enhance their sense of safety in daily life. "A woman’s physical and inner feeling of safety is essential for her mental health," Dr. Bedi stated. "Eveready's unique Siren Torch is a significant step in empowering women to feel safe, ensuring they can move freely without hesitation or apprehension."

The product launch is supported by Eveready's #AwaazUthaneyKaPower campaign, developed in collaboration with India Signing Hands, an organization dedicated to addressing accessibility issues for the deaf community in India. The campaign, highlighted by a compelling film created by Ogilvy India, features deaf and verbally challenged women recounting their experiences with danger and harassment through sign language. The Eveready Siren Torch, with its 100-decibel SOS alarm, aims to empower these women to "make noise" and alert passersby even without a voice.

Anirban Banerjee, Senior Vice President & SBU Head (batteries & flashlights) at Eveready, expressed the company's dedication to women's safety. "Our commitment to excellence and innovation has led to the creation of a game-changing device that empowers women to defend themselves and build confidence," Banerjee said. "The Siren Torch is affordable, compact, and feature-rich, designed to significantly impact women's lives across India."

Sukesh Nayak, Chief Creative Officer of Ogilvy India, remarked on the campaign's unique approach. "Using non-verbal actors for the campaign underscores the daily challenges women face. Through their mute gestures, the characters in the films speak for women who suffer in silence, highlighting the importance of the 'Siren Torch' in giving them a voice."

The 'Eveready Siren Torch', measuring 120 x 32 cm and available in three modern colors, is equipped with USB TYPE-B charging and offers three versatile lighting modes. Priced at an affordable INR 225, it is designed to be accessible and indispensable for women and individuals in vulnerable situations. The #AwaazUthaneyKaPower campaign and partnerships with inspiring figures and organizations reflect Eveready's commitment to making a lasting impact on women's safety and security.