BIC Cello launches #BreakTheNorm campaign in collaboration with Josh Talks

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BIC Cello has launched the second edition of the #BreakTheNorm campaign in collaboration with Josh Talks. The video series, scheduled to launch on International Women’s Day, aims to tell inspirational stories of women who found strength and success through the power of education.

The series is in line with the brand ethos of BIC Cello’s Signature product range, centered around empowering people to chase their dreams regardless of the circumstances they were born or raised under.

The video series spotlights the journeys of three inspirational women in India who refused to conform to both societal expectations and financial challenges, and who focused on educating themselves to fulfil their aspirations. The video series will comprise of talking sessions with notable personalities who will be taking the audience through their journey of courage, accomplishment, and self-discovery. The video series will feature the following women:

  • Seema Dhaka: currently works at the police forces in India. She holds the position of Assistant of Sub-Inspector (ASI). Seema was the first and only female to graduate in her community – a small village in Uttar Pradesh. She passed the Delhi Police exams and joined the forces as a constable. As a result of going above and beyond, Seema was quickly promoted. She played a crucial role in finding missing children in the country.
  • Yasmeen Mansuri: is currently a nurse at All India Institute of Medical Sciences (AIIMS). She grew up in Shamil, Uttar Pradesh and is an acid attack survivor. In 2004, Yasmeen was attacked by an unidentified person while she was sleeping on her terrace. Despite losing her eyesight she continued her studies and pursued a nursing course. Yasmeen was also honoured by the National Award for the Best Employee of 2017 in the category of Multiple Disabilities for her determination and dedication.
  • Asha Kandara: is a Rajasthan Administrative Service (RAS) officer and a single mother who was abandoned by her husband eight years ago. Before clearing the RAS examination, Asha worked as a sanitation worker. However, she decided to rise above her challenges and decided to pursue her education. She was also lauded by the mayor and senior officers of Jodhpur Corporation for her determination and success. With her position as a RAS Officer, she continues to work towards the empowerment of the underprivileged in her community.

Commenting on the initiative, General Manager at BIC Cello India, Manos Nikolakis, said: “We are delighted to take part in the second edition of Josh Talks this year to shed light on the importance of education in general, and to women in particular. The #BreakTheNorm initiative showcases how education positively impacts people and has a ripple effect in society, creating social and economic change. At BIC Cello we are committed to empowering society through education and this video series embodies the true spirit of what we stand for.”

Delighted about the partnership, Co-Founder at Josh Talks, Supriya Paul, said: “We built Josh Talks to inspire people with the success stories of ordinary individuals with an extraordinary journey and to encourage them to take action and shape their destiny. The stories of these three women are a true reflection of #BreakTheNorm and I am certain that it will stand as a fitting reminder that where we came from doesn’t deter where we want to be. This is the second season of our women’s day celebration in partnership with BIC Cello, a brand we believe is deeply immersed in the ethos of raising awareness of the power of education and celebrating such inspiring success stories.”

The speaker sessions will be aired on Josh Talks YouTube handles from March 6 – March 8.

To watch the full series, visit Josh Talks YouTube.