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<ul><li>The ad signs off by urging viewers to be on the alert for possible child marriages happening around them and to call 1098 to report such cases.</li><li>It is conceptualised by 82.5 Communications.</li></ul><keyword id="6390829" type="General" weightage="20" keywordseo="child-marriage" source="Orion">Child marriage</keyword> is a long-standing problem in India. The COVID-19 pandemic has only worsened it. Long stretches of school closure, isolation from friends and support networks, and rising poverty, have added fuel to a fire India was already struggling to put out. To prompt immediate action from a vigilant society, <keyword id="3421701" type="General" weightage="20" keywordseo="Akshara-Centre" source="Orion">Akshara Centre</keyword>, one of India’s leading NGOs for women and children, in collaboration with the Government of India’s <keyword id="173679" type="General" weightage="20" keywordseo="Ministry-of-Women-and-Child-Development" source="Orion">Ministry of Women and Child Development</keyword>, have commissioned a powerful ad film, #JustAChild. <div type="Youtube" id="Z2WrShptVfk" title="#JustAChild" thumbUrl="https://i.ytimg.com/vi/Z2WrShptVfk/mqdefault.jpg"></div> Conceptualized by 82.5 Communications, the ad features what seems like a normal wedding at first glance. Curiously, though, the bride's wedding finery and even her bindi are being removed. At the end, we realise that the bride is actually an underage girl and she is being rescued. Directed by well-known filmmaker Pradeep Sarkar, the short yet impactful ad features the powerful vocals of actress-singer Ila Arun, singing a snippet of the iconic song ‘Babul Mora Naihar Chhooto Jaye’ written by Nawab Wajid Ali Shah. In the context of a wedding, this song speaks to the sadness a bride feels because she has to leave her parent's home. In this case, the lyrics are all the more poignant because she is a child bride. But, fortunately, there is a happy ending to her story as she is rescued. The ad signs off by urging viewers to be on the alert for possible child marriages happening around them and to call 1098 to report such cases. Because every call can help rescue an underage girl being forcibly married off. The film is part of a larger campaign, #JustAChild, that aims at raising awareness about the issue across India. The official #JustAChild film was released by the Honourable Minister Adv. Yashomati Thakur in a national event organised by MAVIM and UN Women India. Popular actress, Sakshi Tanwar has extended support to the campaign. Speaking about the ad, Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications-India, said, “Amid the many crises of the pandemic, child marriage is one serious problem that was not getting enough attention. Our attempt is to correct that. Director Pradeep Sarkar and singer Ila Arun have helped us create a film with a strong impact. We hope it will be seen widely and its message taken to heart." Mayur Varma, ECD and Creative Head, Mumbai &amp; Kolkata, 82.5 Communications added, “The attempt is to use unmissable storytelling to make the message of ending child marriage unmissable.”

Ministry of Women and Child Development and Akshara Centre launch a new ad that urges the audience to report child marriages at 1098

Mumbai, Apr 19 () Bollywood celebrities including filmmaker Karan Johar, Anushka Sharma, Farhan Akhtar among others have expressed concern over the increase in domestic violence cases in the country during nationwide lockdown. In a one-minute video clip titled 'Lockdown On Domestic Violence', prominent faces including cricketers Virat Kohli, Mithali Raj, actors Madhuri Dixit, Dia Mirza, Rahul Bose, Vidya Balan, urged people to take a firm stand against domestic violence."During the lockdown there has been a sharp increase in the number of domestic violence cases. To all the men we say, now is the time to standup against this violence. To all the women we say, now is the time to stand up and break the silence. "If you're a witness to domestic violence in your home, please report. If you're a witness to domestic violence in your neighborhood, please report. If you're a survivor of domestic violence, please report it. Let's put a lockdown on domestic violence," the stars said in the video.Taking to Twitter, Johar thanked Maharashtra Chief Minister Uddhav Thackeray for "this critical initiative.""The cases of domestic violence have been rising rapidly across the country, and now is the time to stand up against it!" he tweeted."Lockdown on Domestic Violence" is an initiative by Akshara Centre, in collaboration with Special Cell for Women and Children. It is supported by Maharashtra government and Maharashtra police. JUR SHDSHD

Bollywood celebrities urge people to stand up against domestic violence amid lockdown

<ul><li>Its 2022, and yet 83% women feel that men don’t see women as equal.</li><li>Ariel's new #ShareTheLoad film See Equal aims to get men to think and introspect their actions at home.</li></ul> Over the last 7 years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the #SeeEqual film, to inaugurate the 5th edition of ShareTheLoad. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is urging men to be equal partners playing Equal roles. Because when we see equal, we #ShareTheLoad. During the lockdown, everyone got confined to their homes which transformed into offices, schools, playgrounds overnight. So many men took to household chores actively and proudly- be it cleaning, cooking or laundry. And while this trend faded as the pandemic eased out, it established that men are open to change and can take up chores when needed. Additionally, a new study by an independent third party revealed a startling fact - 73%* men agreed that they did their share of household chores when they were staying with other men or roommates. So, if men have taken responsibility of chores in the past, what stops them from doing this as partners? Ariel's new film- See Equal raises this pertinent question to men. The reason for this disparity could be many but it was alarming to find that 80% women believe their partners know how to do household tasks but choose not to do them. The same men, who chose to take up household chores when living with other men, are not doing their share of work in the house with their wives. This ‘choice’ signaled a mindset issue arising from years of unconscious bias, and 83% women felt that men don’t see women as equal when it comes to housework. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is reminding families, that true equality is only reflected when domestic chores are shared. Because when we SEE EQUAL, we SHARE THE LOAD! <div type="Youtube" id="DA64FF7MR58" title="When we #SeeEqual, we #ShareTheLoad" thumbUrl="https://i.ytimg.com/vi/DA64FF7MR58/mqdefault.jpg"></div> The film is about a woman, who visits the neighbours with her husband. Looking at the two men go about their morning tasks in complete harmony and both contributing equally, she points this out to her husband. The man casually recollects how he used to split all chores back in the day with his college roommate. This incident, along with a few more, make the woman realise that she is not being seen and treated as an equal. After mulling over it, she takes a stand for herself and shares her realisation with her husband, demanding to be seen as an equal. This conversation makes the husband realise, who vouches to drop his bias and ShareTheLoad. The film is fully reflective of the reality of today’s times. On one hand, the woman refuses to accept inequality in her marriage, and on the other, it depicts what men are capable of and how it is that they are changing. The neighbours in the film could be roommates, friends, brothers or in a relationship themselves, but irrespective of their relationship, they represent the men of today who are open to change. While there are many men who have started to do more, a lot of them even take up their full share of responsibilities within the home and ShareTheLoad equally. This is possible only when they See Equal. An exciting panel came together to launch the 5th edition of #ShareTheLoad, comprising of Genelia and Ritesh Deshmukh – Actors, Producers, Entrepreneurs, Environmentalists, Dr. Nandita from Akshara Centre - an NGO whose vision to establish a gender just and violence free society, and works tirelessly towards it, Sharat Verma - Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India, Josy Paul - Chairman &amp; Chief Creative Officer, <keyword id="198975" type="General" weightage="20" keywordseo="bbdo-india" source="Orion">BBDO India</keyword>. The panel was moderated by Shibani Dandekar. In a never-seen-before act, celebrity guest Genelia D’Souza went invisible at the launch of Ariel’s #ShareTheLoad movement to drive a strong message- “If women are not being seen as equals by their partners, they are almost invisible in the relationship”. Genelia and Riteish, who embody an equal relationship, came forward to talk about the importance of equality within the household at the event The vivacious Genelia said, “Not sharing the load, not seeing me as equal, would be a deal breaker. We Share the Load no matter what - be it with kitchen chores, parenting or laundry. There is nothing like his job or my job. It’s a world we have built, and we are in it together forever. I believe if you really love your spouse and see her as an equal, there is no reason why you won’t divide the chores or any tasks equally. I am so glad to see a brand like Ariel continuing to push for domestic equality and unearth such compelling insights that are sure to create conversations and action” Supporting the #ShareTheLoad movement, actor Riteish Deshmukh said, “Ariel’s #SeeEqual film is an eye opener for most men including me. While I have always tried to be Genelia’s best friend and her constant support, we men do at times tend to overlook piled-up laundry or a sink full of dirty utensils. This film is a reminder to be more conscious and aware, and deliberately try to overcome our conditioned mindsets. Share The Load should be a norm not an exception. Since change begins at home, I urge all everyone to treat their partners with equality and respect and most importantly See them as EQUAL. Because only when we See Equal, we ShareTheLoad equally.” “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight - when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad” said Sharat Verma, Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India. “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.” said Josy Paul, Chairman &amp; Chief Creative Officer, BBDO India.

Ariel's latest ad asks, "If men can share the load equally with other men, why are they not doing it with their wives?"

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Ministry of Women and Child Development and Akshara Centre launch a new ad that urges the audience to report child marriages at 1098

BI India Partner

Bollywood celebrities urge people to stand up against domestic violence amid lockdown

PTI

Ariel's latest ad asks, "If men can share the load equally with other men, why are they not doing it with their wives?"

BI India Partner

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