Mumbai : 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.
This innovative product is backed by the brand’s latest campaign, #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 organization 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.
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 that goes 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 the creating 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.’
‘Giving voice to the voiceless is not an easy task. But when Sujoy and his team came up with the idea
of using non-verbal actors for the campaign, the path ahead was simple enough. The involuntary
silence of the actors on screen serves to drive home the impossibility of the situation that women
face on a daily basis. Through their mute gestures, the characters in the films speak for women who
suffer shame, indignity and crude violence without a word. Now everyone will get to make a noise,
even if they don’t have a voice.’, remarked Sukesh Nayak, Chief Creative Officer, Ogilvy India.
The Eveready Siren Torch is more than just a product; it is a symbol of safety, empowerment, and
the ability to raise one’s voice in critical moments. At 120 x 32 cm the Siren is a very compact and
handbag friendly torch. The product now in 3 modern colors, is equipped with USB TYPE-B
charging, offering three versatile lighting modes that make it a multifunctional device for various
scenarios. The product is a market disruptor as it is priced affordably at INR 225, making the Siren
accessible and indispensable for women and people in vulnerable situations. Through the Eveready is committed to making a lasting impact on women’s safety and security.
