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On International Women’s Day 2023, Vedanta Aluminium, India’s largest producer of aluminium, launched an Augmented Reality (AR)-led campaign to attract women professionals to the manufacturing industry. The campaign uses a selfie filter called ‘Sorting Hard-Hat’, which matches viewers’ personalities with desirable attributes for various departments at Vedanta Aluminium based on the ‘Thinking Hats’ concept. The campaign was launched to urge women professionals and students to actively consider a career in the manufacturing industry and to enhance the gender diversity present within the sector.
