MAM

×

Project Eve says #KeepMaaOutOfIt

It has been conceptualised by Brave New World

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/13/projective.jpg?itok=2nY5RFf1

MUMBAI: Project Eve is a fashion brand that places women at the heart of it all. As a brand built by women and for women, Project Eve champions the cause of treating women in the only way that’s acceptable: with respect. To commit to this cause, while the world talked about mothers on Mother’s Day, there was one conversation we wanted to keep mothers out of: insults, swear words and slang in all languages. ‘Maa’ is one of the first words we say. But as adults, we make it a part of some of our crudest insults. So just a few days before Mother’s Day, Project Eve held a rallying cry with the campaign #KeepMaaOutOfIt, targeted at both men and women in a bid to end society’s habitual disrespect for mothers by breaking the bad habit of using the word ‘Maa’ or the like in an insult.

Conceptualised by integrated advertising agency Brave New World the campaign was kicked off at Inorbit Mall, Malad, Mumbai, where a 6 foot high and 20 foot wide installation was set up that spelled the most popular gaali known to us Indians: ‘Teri Maa Ki.’ Armed with hammers, men, women and children convened around the installation to begin the movement against the abuse of the word ‘Mother’. Their task - to break apart the insult as a symbolic gesture of ending the contempt and reclaiming the purity of the word ‘Maa’. The first blow was made by famed Bollywood actress and celebrity mom herself, Chitrangada Singh who then invited enthusiastic audiences to bring the structure down to rubble until only the word ‘Maa’ remained standing proud.  

Brave New World founder and chief creative officer Joono Simon said, “Habitual misbehaviours in a society often go unchecked and unnoticed. Over time, they could even become norms that form a part of our culture. Abuses in the name of someone's mother like Te*i Ma* Ki should ideally provoke anyone who values and cherishes the notion of motherhood. But sadly, our society has callously been spitting out these abuses. These calcified habits need to be called out and broken down. That is precisely what Project Eve has done.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/rao.jpg?itok=qORFbgVW
H&M TO LAUNCH ON MYNTRA THIS AUGUST !

H&M, Hennes & Mauritz AB (H&M), the international retailer known for fashion and quality at the best price in a sustainable way, drums up to its launch debut on Myntra on 20th August 2019 at 8 pm.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/19/rhiti.jpg?itok=ZIFzJv7N
Cricketing legend MS Dhoni and CARS24 announce strategic tie-up

India’s leading home-grown global talent management company Rhiti Sports Management has announced the strategic partnership between legendary cricketer MS Dhoni and CARS24, one of the country’s fastest growing tech-enabled used car companies.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Krushna.jpg?itok=kb-aeCSP
DIGISOL Appoints Krushna Garkhede as Head of Marketing

Mumbai: In a bid to strengthen its core team, DIGISOL Systems Ltd., a leading provider of IT Networking products, appoints Mr. Krushna Garkhede as Head of Marketing. In his role, Krushna will drive the company's marketing efforts to support overall strategic objectives for DIGISOL 2.0 and impel...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Emami_Oil-Katrina_Kaif.jpg?itok=KXTXpXnj
Emami ropes in Superstar Katrina Kaif as the new face

Emami 7 Oils in One Non Sticky Hair Oil, one of the fastest growing brands in the buoyant light hair oils category, has roped in Superstar Katrina Kaif as its new brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Nawazuddin_Siddiqui.jpg?itok=NG_wv0Xz
Pokerstars India Launches Digital Campaign #Madeforpoker with Nawazuddin Siddiqui

PokerStars India, part of the world's largest online poker platform, has launched a new digital marketing campaign featuring Bollywood star and PokerStars India Brand Ambassador Nawazuddin Siddiqui.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/myteam11.jpg?itok=hs4_BpQU
MyTeam11 aims for BCCI title rights after successful run as title partners with West Indies Cricket

One of India’s leading fantasy sports websites MyTeam11, today announced that they had picked up the bid documents and were aiming for the four-year BCCI Title Sponsorship Rights, as per the tender released by BCCI on July 29, 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/vad.jpg?itok=-5u22WoF
Fevicol A+ partners with NAB & school students to create more than 2 lakh Rakhis for Army Jawans

Fevicol A+ - an innovative crafting glue from Pidilite – celebrated the auspicious festival of Rakshabandhan with its nation-wide endeavor: A Bond Of love. As part of this initiative, Fevicol A+ associated with the National Association for the Blind India (NAB), to create 1.5 lakh exquisite rakhis...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/telewise.jpg?itok=ub5hJ76V
Tamil Nadu's retail brands weigh in on television as a marketing medium

Tamil GECs should include subtitles in their shows to increase stickiness and drive more brands to advertise on them, was the conclusion of the very insightful ‘Retail Therapy’ session at the recently concluded Tele-Wise Tamil conclave by Indiantelevision.com.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/htj525pp.jpg?itok=OW7SdbeW
Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

Kinetic Worldwide, a WPP entity has established itself as a leading global player in the Out-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July...

MAM Media and Advertising AD Agencies

Sign up for our Newsletter

subscribe for latest stories