Mumbai: On the occasion of International Women’s Day, popular Odia channel Zee Sarthak seeks to highlight one of the most pressing issues surrounding women. In association with its creative partner L&K Saatchi & Saatchi, it has launched an ad campaign that highlights the rampant domestic abuse witnessed by housewives in India. In a country where people bow their heads before goddesses who personify strength, bravery, wisdom and more, it is surprising to note that it also ranks one of the highest where the issue of domestic abuse is concerned.
Zee Sarthak has shared a heart-warming yet provoking story from a child. The film shows a classroom setting where children are seen engaging in a drawing session. While the teacher is seen encouraging the children on their creative interpretation, she happens to come across one such drawing that shows Maa Durga being attacked by Mahishasura. Taken aback, she questions the child that this is not what transpires but the reality is the other way round where Mahishasura is defeated by Maa Durga. The child replies saying that while may be the case, it is not what transpires at his home where his mother is subjected to constant domestic abuse. The film ends with a callout action urging women to take a stand and speak about the issue by calling the helpline number 112 to report such incidents.
Link to the film:
Zee Sarthak chief channel officer Pratik Seal said: “The Zee Sarthak family is a firm advocate of Women’s rights. Our channel content is known to deal with topics that are about women and matter to them. We want their stories to be told. We want their voices to be heard. We have tried to make our platform open and inclusive enough to empower women. Our latest work, #ZeeSarthakNari brings to life this philosophy in an impactful yet delicate way. It not only raises awareness on the issue of domestic violence but also depicts how young minds have to bear the burden of it as well. We know help is needed and that it may not always be easily available, keeping this in mind we have also introduced a helpline that can provide tangible resources to the victims. We hope that our small steps can create big ripples for those who need them.”
L&K Saatchi & Saatchi joint NCD Rohit Malkani said, “While a lot of brands choose to ‘celebrate and salute’ women on Women’s Day, we decided to not be the proverbial ostrich. There are several injustices that still need to be brought to light and solved in India. A simple data point on domestic violence led us to create this hard hitting film for Women’s Day but seen through the eyes of a child. Like someone once said, ‘Wisdom often comes from the mouths of babies.”
The campaign is currently live and will span popular platforms including television, digital, outdoor etc.
