MUMBAI Action Aid, one of the world’s leading NGOs working towards many facets of social justice, has partnered with Dentsu Mama Lab to create awareness and start conversations around inequality in India. There are many social behaviours that scream out inequality but in reality have their roots in economic causes.  

Inequality abounds in many ways. And sometimes, the first step is just in getting a conversation started.

The Water Wives is a short film created mainly for the digital medium that Dentsu Mama Lab has created for Action Aid India to highlight this. Because Action Aid is an NGO, Dentsu Mama Lab has devised this campaign on a pro bono basis, with no media budget. In essence, viewers on digital are the media plan.

In less than two days, the film has already clocked over 150,000 views on YouTube and has got over 10,000 shares on ScoopWhoop, besides hundreds of shares on Facebook and Twitter. In addition, it has been covered by India Today, The Logical Indian, Sheroes, StoryPick and many others.