India’s festival of colour isn’t all fun and frolic
Reliance General Insurance has collaborated with Ogilvy & Mather Mumbai for a campaign that calls out for a safer Holi festival for women. The sad reality is that an ugly side that often goes unnoticed during the Holi festivity. It’s a license millions of men give themselves to harass, grope and even molest women under the pretext of colour.
As part of a women’s safety initiative, Reliance General Insurance has launched #HoliNotHooliganism. The intent is to focus attention on a largely ignored reality surrounding Holi festivities.
“When students are hurled with sperm-filled balloons and forced to celebrate the world’s most colourful festival indoors, there’s a serious problem. Which is why it is almost inevitable to expose what the festivities camouflage,” said Burzin Mehta, Group Creative Director, Ogilvy Mumbai.
“We’ve done just that by taking generic holi pictures and stripping the colour off them. What we were left with churned our insides. But it is the unfortunate truth,” Burzin adds.
“Holi is one of India’s most beautiful festivals because it upholds the spirit of liberation. But for a few it has turned into an excuse to harass women that destroy the beautiful festival with a horrifying experience for women,” added Rakesh Jain, CEO of Reliance General Insurance,the brand behind the campaign
“This campaign is our small contribution to create awareness and is one of the many initiatives we do as a corporate towards Women’s safety,” concluded Rakesh.
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