Matrimony.com has launched a campaign that aims to raise awareness about the importance of seeking a woman’s consent before playing Holi with her. Through the campaign, the matrimony giant seeks to spotlight this issue and encourage responsible behavior during the festival of colors.
The video shows a woman washing her face which is full of Holi colours. As the colours fade, we see another face, radiating pain and unsettled anger – in reaction to misbehaviour and harassment meted out in the name of festivity. The campaign spotlights a disturbing statistic from Times of India – 34% of women who have faced harassment during Holi have stopped playing it. This video seeks to emphasise the need to make Holi safer for women by seeking their consent before celebrating with them and not use it as an excuse for any kind of physical assault.
Created in partnership with Wondrlab, the visual execution was inspired to bring to life this heart-wrenching reality behind the festival of colours.
Bhavesh Kosambia and Rahul Chandwani, Content Leads at Wondrlab said, “We were shocked to realize that so many women had in fact stopped playing Holi due to this behaviour.”
Commenting on the underlying message, Arjun Bhatia, Chief Marketing Officer, Matrimony.com, said, “As a brand and platform, we have always focused on creating safer spaces for women. So when misbehaviour, assault and harassment are on the rise during a popular festival like Holi, we knew we had to urge the public to take notice and make a change especially when it’s falling on Women’s day. We hope this campaign stirs conversations and action towards making Holi safer, more colourful for Indian women, too”.
Watch the film here:
https://youtu.be/hTFoB94dnNQ
