Maitri India: Mehndi hand for women abuse

Most cases of violence in marriages go unnoticed.
To report, call +91 11 2412 2692. www.maitriindia.org.

Woman abuse is a growing menace among married couples in India. However, only a fraction of such instances are reported for fear of a backlash. Result being, most of these incidents and the subsequent sufferings remain hidden. Idea of this campaign was to dramatize this insight through a mehendi hand, which is a symbolic representation of marriage in India and thereby urge the victim to speak out.

Advertising Agency: Makani Creatives, Mumbai, India
Creative Directors: Ashish Makani, Sameer Makani
Art Director: Prasad Rao
Copywriter: Sanju Aiyyar
Illustrators: Sonali Pailkar, Madhuri Mhatre
Photographer: Vinit Bhatt
Published: March 2012

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3 comments

kleenex's picture
kleenex
25556 pencils

nice art.

tirthomitro's picture
tirthomitro
2718 pencils

bad case of "pick up" from an award winning cmpgn by grey mumbai
http://adsoftheworld.com/media/print/travel_corporation_india_honeymoo...

they showed me a picture & i laughed
dignity has never been photographed

salil.sharma's picture
salil.sharma
2278 pencils

i love this camping
awesome art direction & execution
rocking job guys !!!!!!!!!!!!!!!!!!!!!!!!!!

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