Advertising Agency: LEO BURNETT INDIA, INDIA, Mumbai Executive Creative Director: KV Sridhar/Nitesh Tiwari Creative Director: Tushar Kadam Scriptwriter: Amod Dani/Vikas Dubey Agency Producer: Kevin Affonso
Script in English SFX: Whistle
MVO: Hey Sis... Show your younger brother some love honey!
Eh! Come on now sister! Sweetheart, shower some of that oomph onto your younger brother too! By God you fine girl! You bootylicious you! Man those juicy lips... (Laughs) Hey there red rose... Come on now; let your brother too take a whiff! Show me your wild side sis! Let me find my place in those dreamy eyes baby! Aha! Come on sis drop that stole! Come on...Why you being coy, sweetie-pie? It’s just a question of a kiss baby!
(Sings) Now where you going away after breaking my heart? You hottie you! (Laughs)
ANN: You’ll never ever behave like this with your own sister. Then why behave like this with someone else’s? A voice in support of female dignity, raised by Akshara. Issued in public interest. Script in Orginal Language SFX: Whistle
MVO: Aye Didi kabhi apne chhote bhai pe bhi karam farma de…
Aay hai! Aye behna, aa na, arey apne bhai ke upar jawaani barsa na. Aay hai chammakchallo, hai chhatak matak! O Tere lips kya mast lag rahe hain re...Haa haa Aye gulaab ka phool, Oye hoye, Humein bhi khushboo lene de... Ek baar jalva mujhe bhi dikhade didi Arey apni kajrarai aankhon mein basa ke toh Dekh...aai hi Aai hi didi ek baar apna dupatta gira na. gira na. Arey Kyon notanki kar rahi hai.bulbul ...Ek chumma tu hamko udhar de de…
(Sings) Kahaan chali dil tod ke gule gulzaar! (Laughs)
MVO: Aap apni Behan ke saath aisa nahin karenge, toh kisi aur ki behan ke saath kyon? Naari samman ke liye Akshara dwara janhit mein jaari.
Brief Explanation The rising numbers of 'eve-teasing' cases reported in Mumbai made it imperative to create public awareness campaign regarding the same. Thus a radio campaign was created to counter the 'eve teasers' who harass women folk on the streets, on public transport and in various public places.
We decided to hit the offenders where it would hurt the most. By creating a direct connection between their victim and a female they owe a lot to, their sister. This idea is so provocative and sensational that the offenders will actually think not once, not twice, but a thousand times, before behaving in such a lowly and uncouth manner with any other woman.
The Radio ad titled SISTER was done by Leo Burnett India advertising agency for product: Women's Rights Organisation (brand: Akshara) in India. It was released in the Dec 2007.