Vedanta Aluminium launches Augmented Reality-led campaign to attract women to manufacturing industry

New Delhi; March 2023: On International Women’s Day 2023, Vedanta Aluminium, India’s largest producer of aluminium, launched an Augmented Reality (AR)-led campaign (a selfie filter) called ‘Sorting Hard-Hat’ on Instagram. Focused on attracting women professionals to the manufacturing industry, the campaign seeks to enhance the gender diversity present within the sector. At present, the disparity in male-female hiring is even more pronounced in the metals and heavy engineering sectors. In this year’s edition of the campaign, the exciting filter matches viewers’ personalities with desirable attributes for various departments at Vedanta Aluminium based on the ‘Thinking Hats’ concept, and then invites them to check out the careers page on the company’s website for their dream job. 

The campaign was launched on International Women’s Day to urge women professionals and students to actively consider a career in the manufacturing industry. Leveraging AR for the manufacturing sector where digital technology has become a great equaliser ensuring increasing participation of all genders, the campaign truly embodies this year’s International Women’s Day theme of ‘DigitALL: Innovation & Technology for Gender Equality’.

The manufacturing, heavy engineering and metals industries will be the backbone of India and is powering India’s ambitions of becoming the manufacturing hub of the world. With the dawn of Industry 4.0, the sector is becoming increasingly attractive with exciting opportunities such as high-tech manufacturing, sustainable manufacturing, energy transition and creation of ‘green’ products & services for a low-carbon economy. This promises immense career options in an industry that has undergone a quantum leap over the years with extensive deployment of hi-end technologies, digital solutions, advanced automation, smart manufacturing, robotics, and more.

Speaking about the campaign, Rahul Sharma, CEO, Vedanta Limited – Aluminium Business, said, “The forthcoming decades are going to be metal-intensive, preparing for which will need the metals & mining industry to harness the best of human capital, for creating innovative products, high-end applications, and sustainable solutions for a better tomorrow. With India strongly emerging as a global manufacturing and value-addition hub, the time is right for the manufacturing sector to close that talent gap with women professionals, who are grossly underrepresented in the industry, and capitalize on their skills, experience, and expertise for business growth. This campaign aims to help women imagine a career in a hard hat with one of the world’s largest aluminium manufacturers, and as a result, apply for various job openings within the company.”