#SelfieWithDidi celebrates invisible female force of every household

We are all familiar with the age old adage about God creating mothers because He could not be everywhere.

However a new adage might be due to the other super female figure in our lives. The one who helps us keep our house together, fusses about our diet, keeps us abreast of the local news, and even finds the time to lend a sympathetic ear to our myriad woes while going about her daily work routine.

Yes, you guessed it right!

She is our reliable and ever smiling Didi, whose clockwork presence deserves a special recognition for bringing a soothing essence to our lives.

Hence, for these wonder women, Jaypore, online platform for some of India's finest craft based designs, has unveiled its #SelfiWithDidi digital campaign.

Launched with a heartwarming video, starring actor Sayani Gupta, the campaign celebrates the tireless efforts of the unsung female hero in our lives.

The newly launched video shows a woman's special relationship with her didi, a poignant message to not overlook the quiet longing of your help even as she showers you with care and affection day in and day out.

Along with the video message, Jaypore will be sending small gifts to accompany every order shipped to its customers till July 31 - a pair of exquisitely handcrafted earrings for that special woman to show her how much you care.

Talking about the campaign, Puneet Chawla, CEO and co-founder of Jaypore.com, says, "We at Jaypore have been committed to bring joy to the everyday life of women all around. And these women also include the ones who work tirelessly for us but still go uncelebrated, our didis who are very much a cornerstone to our day to day functioning. In India, because of the income disparities, household help is often neglected and denied the respect they deserve. With #selfiewithdidi, we wanted to give ourselves and everyone a chance to surprise and thank them for their invaluable importance to us. This initiative aims at reminding people of the crucial role these women play in our daily lives."

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