Bharat Matrimony Creates Film About Women’s Safety On Holi
On the occasion of international women’s day and holi, Bharat Matrimony seeks to spotlight on women's safety issues through a campaign.
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 a news organisation, 34 per cent 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 using 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 shares, “We were shocked to realise 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, says, “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”.
