ABUSED GODDESSES by Taproot Mumbai for Save Our Sisters (STCI)

ABUSED GODDESSES

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market India
Agency Taproot Mumbai
Art Director Pranav Bhide, Santosh Padhi
Copywriter Chintan Ruparel
Photographer Amol Jhadav
Released February 2012

Credits & Description

Category: Posters
Advertiser: STCI - SAVE OUR SISTERS
Product/Service: SAVE OUR SISTERS
Agency: TAPROOT INDIA
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Creative Director: Santosh Padhi (Taproot India)
Copywriter: Santosh Padhi (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Art Director: Pranav Bhide (Taproot India)
Copywriter: Chintan Ruparel (Taproot India)
Photographer: Amol Jhadav (Amol Jhadav Photography)
Art Director/Illustrator: Siddhesh Rane (Taproot India)
Account Manager: Manan Mehta (Taproot India)
Media placement: Posters - Offices, Railways Stations, Public Places Etc - 20 Feb 2012

Describe the brief from the client
The brief was to make people aware of the problem at hand: the menace to the society that is domestic violence.

Describe the challenges and key objectives
There have been umpteen campaigns that try to invoke a response from the prospective audience. How do we create a campaign that hit where it hurts the most? The challenge was to find a suitable execution that would get people talking.

Describe how you arrived at the final design
The typical old traditional posters are seen and worshipped in almost every India house, hence we decided to choose something that the TG is well aware of. Usually Indian people are great believers in God, they do have a great faith in God, hence we decided to choose this medium to communicate the message, created the whole imagery of the old poster art using real life people, props, etc. We painted them the way one has seen the props and ambiance around the God, we painted every little thing on the set to give the painted feel to the whole design.

Give some indication of how successful the outcome was in the market
It caught attention in the first insertion. As expected it did create a controversy - a few got the message, others couldn't handle it, females really felt proud of this campaign – we received a lot of mail from females with thanking gestures.