MUMBAI: It’s a befitting ode to all the women out there; a wake-up call for her to realize her true value and potential. This 1.30-minute-long video, produced by Jigsaw Pictures, is based on the creative by Leo Burnett, Mumbai, for Reliance Fresh & Reliance Smart. It tells the story of domestic violence, which unfortunately cuts across all social strata and age group.

The video celebrates the virtues of a woman and exhorts them to understand her true values and shun stigmas associate with unwanted scars and colour. So it’s sign off is: “Women. It’s time. #ChooseYourColour.”

It has already received 7m views and almost 40k shared from Reliance Fresh & Smart. “We received immense response from across the strata of the society. Many likes and shares more from FB, YouTube channel, and thousands from WhatsApp as well,” said Rajnish Lall, Founder & Creative Producer, Jigsaw Pictures.

“The idea stirred me even as a man. The timing, Women’s Day-Holi, is a great opportunity. The concept was great. The trigger was heady for me not to be a part of this. Then all of us became a great team and we made this happen,” he added.