The Campaign We’re Not Supposed to Talk About

By The Malketeer 

How the Masala Podcast is Empowering South Asian Women

In a cultural landscape where the perspectives of South Asian women have long been underrepresented, the Masala Podcast is boldly stepping into the spotlight.

This award-winning feminist platform in the United Kingdom is giving a voice to a community that has historically been silenced, tackling the very taboos they’re “not supposed to” discuss.

Breaking Taboos and Challenging Stigma

Conceived by Sangeeta Pillai and brought to life by the creative team at RAPP UK, the podcast’s powerful new campaign, “The Campaign We’re Not Supposed to Talk About,” is sparking vital conversations around sexuality, mental health, periods, and more.

Featuring striking images of proud South Asian women paired with provocative headlines, the initiative aims to reclaim derogatory language once used to shame these individuals.

“South Asian women are one of the UK’s most marginalised groups, with barely any media representation despite 2.75 million of us living in this country,” Pillai explains.

“That’s why the Masala Podcast is so important – it provides a safe space for us to share our authentic experiences and challenge the cultural norms that have long oppressed us.”

A Safe Space for Authentic Dialogue

The impact has been profound.

Listeners have shared how the podcast has given them the courage to leave abusive relationships, embrace their sexuality, and feel less alone in their struggles.

By amplifying the voices of influential South Asian women, from musicians to comedians, the Masala team is carving out a vital platform for underrepresented narratives.

“Sangeeta and her team are doing amazing work, and we were inspired to do justice to that with a stand-out, boundary-breaking campaign,” says Al Mackie, Chief Creative Officer at RAPP UK.

With precision and empathy, the agency’s work aims to kickstart crucial dialogues within the South Asian community.

Reclaiming Narratives, Inspiring Change

Timed to coincide with South Asian Heritage Month, the provocative OOH and digital campaign is strategically placed in areas with substantial South Asian populations.

This ensures these transformative messages reach the women who need them most – those who have long been told to remain silent.

In a world that has sought to oppress and marginalise South Asian women, the Masala Podcast and its bold new initiative are providing a megaphone for voices that demand to be heard.

By tackling taboo topics head-on, this innovative platform is forging a path toward greater understanding, representation, and self-acceptance.