Zee Sarthak, in partnership with L&K Saatchi & Saatchi, has launched an integrated ad campaign to shed light on the prevalent issue of domestic abuse faced by housewives in India.
The campaign features a poignant story from a child’s point of view, set in a classroom where children are drawing. When the kid’s drawing of Maa Durga being attacked by Mahishasura catches the teacher’s attention, she is told by the kid that his reality is different, where his mother is a victim of domestic abuse. The campaign ends with a call to action urging women to speak out against such incidents by calling the helpline number 112.
Commenting on the campaign, Pratik Seal, Chief Channel Officer, Zee Sarthak 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.”
Rohit Malkani, Joint NCD, L&K Saatchi & Saatchi 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 babes’.”
Watch the film here:
Team Credits:
Client: Zee Sarthak
Pratik Seal, Chief Channel Officer, Zee Sarthak
Shravanty Roy, Sr. Vice President – Marketing, ZEE Bangla & Zee Sarthak
Biswaranjan Baral, Senior Brand Manager – Marketing, ZEE Sarthak
Agency: L&K Saatchi & Saatchi
Paritosh Srivastava, CEO
Creative: Rohit Malkani, Joint NCD
Yukti Bhagchandani, Creative Supervisor – Copy
Adyasha Tomar, Creative Director
Shubha Sengupta, Group Head (Art)
Acct Management: Hindol Purkayastha, Executive Vice President & Head– North & East
Anamika Ganguly, Brand Partner
Arpita Elias, Associate Brand Director
Planning: Neeraj Sharma, Senior Vice President
Pragati Mahapatra, Brand Strategy Associate
Production House: Flying Leaves
Director: Pritha Chakraborty
