Reebok Film, DM Bruises Can Be Good by Isobar Mumbai

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Bruises Can Be Good

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Industry Against violence
Media Film, Direct marketing
Market India
Agency Isobar Mumbai
Associate Creative Director Amit Singh, Vibhor Yadav
Creative Director Anadi Sah
Production River Bank Films
Director Nisrin Aziz
Released March 2018

Credits & Description

Category: Public Interest, NGO
Media: Experiential
Category: Fashion
Brand: Reebok
Agency: Isobar
Geo: India
Advertising Agency: Isobar, India
National Creative Director: Anish Varghese
Group Creative Director: Anadi Sah
Associate Creative Director (Copy): Vibhor Yadav
Associate Creative Director (Art): Amit Singh
Group Head (Copy): Kritica Pareek
Senior Creative Producer / Director: Taj Ali Naqvi
Senior Editor: SK Parwej Alam
Senior Manager, Client Servicing: Nakul Sagar
Social Media: Aakriti Sinha (Associate Director), Juhi Jain (Assistant Manager)
Search & Media: Ashish Kumar (Associate Director), Kshitiz Kumar (Group Head), Manish Rana (Assistant Manager)
Production House: River Bank Films
Producer: Yogesh Singh
Co-Producer: Adil Aziz
Director: Nisrin Aziz
Published: March 2018
How would you react when you see a bruised woman?
Reebok India invited a group of people to have a similar encounter. Their reactions highlighted a cruel prevalence in our society.
This #WomensDay, let’s come together to bring about a change and tell the world #BruisesCanBeGood.
Isobar India launched a thought-provoking campaign #BruisesCanBeGood on International Women's Day. Launched with a social experiment, it makes a compelling statement on societal insights. According to the National Family Health Survey (NHFS-4), one in three women in India faced domestic violence from the age of 15. #BruisesCanBeGood is a strong statement that brings to light the harsh reality and prevalent mind-set of society by involving a real audience. By highlighting the prevalence of violence, the campaign aims to establish the need for self-defence education from a young age. Featuring a real martials arts fighter as a protagonist, the social experiment further underlines the brand's overarching communications for women: #FitToFight. Reebok has also launched a petition on urging the Indian Government for education reform, and to make self-defence classes a mandatory part of the curricula in schools and colleges.