Candere, the online platform for Kalyan Jewellers stood by its strong value system of gender equality. Equally rights and opportunity for women at work and in society. On the occasion of International Women's Day, the message had to be something that challenged stereotypes and breaks the shackles. Kanyadaan, an age-old tradition in Indian Weddings is what we decided to change perspectives about. Daan which literally means to donate was changed to maan, which means to respect. This campaign garnered appreciation at various levels and was trending on social media.