Maitri Print Maitri India: Mehndi hand for women abuse by Makani Creatives

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Maitri India: Mehndi hand for women abuse

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Industry Against violence
Media Print, Magazine & Newspaper
Market India
Agency Makani Creatives
Art Director Prasad Rao
Copywriter Sanju Aiyyar
Photographer Vinit Bhatt
Released March 2013

Credits & Description

Media: Print
Category: Public interest
Agency: Makani
Brand: Maitri India
Geo: Asia, India
Most cases of violence in marriages go unnoticed.
To report, call +91 11 2412 2692.

Woman abuse is a growing menace among married couples in India. However, only a fraction of such instances are reported for fear of a backlash. Result being, most of these incidents and the subsequent sufferings remain hidden. Idea of this campaign was to dramatize this insight through a mehendi hand, which is a symbolic representation of marriage in India and thereby urge the victim to speak out.

Advertising Agency: Makani Creatives, Mumbai, India
Creative Directors: Ashish Makani, Sameer Makani
Art Director: Prasad Rao
Copywriter: Sanju Aiyyar
Illustrators: Sonali Pailkar, Madhuri Mhatre
Photographer: Vinit Bhatt
Published: March 2012