Every year, Orissa celebrates Raja Parba, a unique 3-day celebration of womanhood that likens the menstrual cycle of the earth to that of a woman. Ironically however, awareness of menstrual hygiene in Orissa is still low. To spread this awareness, and to prioritize women’s menstrual health, Zee Sarthak launched Naali Bindu. A unique grass route level project which aims to bridge this gap by distributing free pads and making menstrual hygiene available for all. Zee Sarthak champions this cause through the year but chose Rajo Parbo to launch a film because it provided a perfect yet ironical opportunity.
Through a film, Zee Saarthak has touched upon the fact that many girls in Odisha are unable to attend school regularly due to a lack of menstrual hygiene. Using the device of a notebook with blank pages as a metaphor, Zee goes on to show how many girls’ education remains incomplete due to approximately 5 missed days of school per month. The film ends with a call-to-action, asking the viewer to become a ‘Red Friend’ by donating to the Naali Bindu website, and helping a girl in need.
Talking about the channels new campaign, Prateek Seal, Chief Channel Officer, ZEE Sarthak spoke of the channels association with the festival, through its Naali Bindu initiative. Seal says, “We have announced the launch of Naali Bindu campaign in tandem with Raja Prabo festival to spread awareness about women’s right to menstrual hygiene. With another unique way of leveraging its reach and popularity, we have launched a hard-hitting film centered around the girl child’s education. This one-of-its-kind film urges everyone to be the ‘Red Friend’ to another less fortunate girl and help her from missing school for 5 days every month.”
Highlighting his views on the campaign, Rohit Malkani, Joint NCD, L&K Saatchi & Saatchi said: “We saw this as a great opportunity to collaborate with Zee Sarthak to address a huge need. Zee Sarthak’s Naali Bindu, Raja Parba and a data point that was aching for expression. It all came together in a powerful thought for us. The film is just the first of many efforts to solve a real-world problem.”
Team Credits:
Client:
- Navnita Chakraborty, Executive Vice president – programming
- Pratik Seal, Chief Channel Officer, ZEE Sarthak
- Jalaluddin Mondal, Senior Vice President – Marketing, ZEE Bangla & Bangla Cinema
- Shravanty Roy, Vice President – Marketing, ZEE Bangla
- Biswaranjan Baral, Senior Brand Manager – Marketing, ZEE Sarthak
Agency: L&K Saatchi & Saatchi
CEO – Paritosh Srivastava
Account Management:
- Atin Wahal, Executive Vice President – North & East
- Sayak Sengupta, Brand Director
- Sudeep Basu, Brand Executive
Creative:
- Rohit Malkani, Joint NCD
- Adyasha Tomar, Associate Creative Director
- Aditi Laha, Copy Supervisor
- Shubha Sengupta, Group Head (Art)
- Koushik Dey, Art Supervisor
Planning:
- Neeraj Sharma, Senior Vice President
- Shivani Shah, Brand Strategy Associate
Director: Pritha Chakraborty
Production House: Flying Leaves Production
