Maitri India: Mehndi hand for women abuse

Most cases of violence in marriages go unnoticed.

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