Colors associates with Population First's 'Laadli' Awards as 'Cause Partner'

Laadli Media and Advertising Awards for Gender Sensitivity recognises the efforts of media and advertising to promote gender sensitivity.

Population First, the communication and advocacy initiative working towards gender sensitivity on November 9, launched the eighth edition of the 'Laadli' Media and Advertising Awards for Gender Sensitivity (LMAAGS) 2015-16 in partnership with Colors. The awards recognise and celebrate the efforts of the media and advertising community to promote gender sensitivity in India. The MoU signed with Colors as the exclusive 'Cause Partners' is in keeping with the channel's vision to highlight a woman's strength and gumption in the society-at-large.

Speaking at the launch Raj Nayak, chief executive officer, Hindi Mass Entertainment, Viacom 18 says, "Gender equality and empowerment are tangible issues faced by the Indian population today. As we steadily move towards adopting Western cultural themes, there is a section of the media and advertising industry that is working diligently towards rehabilitation of various strata in our society. At Colors, it is our constant endeavour to highlight the various characteristics and traits of the strong Indian woman of today, and our association with the Laadli Media Awards is a step in this direction."

Talking about the power of media, SV Sista, executive trustee, Population First, says, "Over the last few years LMAAGS has set a benchmark for the media in the space of gender sensitive reporting of women. We thank the media for their continuous support in this issue. The LMAAGS was instituted to salute this spirit in the space of gender sensitivity, thus celebrating the power of media".

AL Sharada, director, Population First, recalls the journey that started with mere 100 entries in the year 2007 and passed 1500 entries in 2015. "Laadli Media Awards have come a long way in acknowledging the media's contribution in women empowerment and gender issues. The increasing volume of discussion in public domain on gender issues is an indication that we are witnessing the beginnings of change. This year, too, we hope to see a quantum leap in the number of entries of Laadli Media Awards," he adds.