Viral Ad: Jewellery brand focuses on women safety

H S Kalekar Jewellers’ new campaign focuses on women empowerment

Mumbai: The Hathras incident has once again put the spotlight on women’s safety in the country. But with every passing day, we come across more reports of atrocities committed against women. With the authorities at a loss as to what measures to take, and society inclined to blame the survivor, it’s high time for women to take matters into their own hands. In this spirit, H S Kalekar jewellers from Kolhapur has come up with the campaign Har Beetiyan Ko Ab Durga Banna Padega (Every daughter must become a Durga).

The commercial begins with a young girl walking alone on a deserted street. A young man follows her on his bike and stares insolently at her. The biker keeps stalking her, then suddenly blocks her way. The distressed girl changes her course, and spots an old lady sweeping on the road sides. She runs up to the woman, takes her broomstick and proceeds to threaten the man in pursuit. The girl manoeuvres the broomstick at high speed in nunchuck-style, which is an advanced form of martial arts. Intimidated by her martial art skills, the eve-teaser runs away.

The ad ends with the girl walking through the empty streets fearlessly and leaves a strong social message:

Saans Saans Tufaan Bane

Jab Tinka Tinka Shashtra Bane

Khud Ka Sanmaan Khud Karna Padega

Har Beetiyan Ko Ab Durga Banna Padega

(Every breath turns into a typhoon

And even a twig becomes a weapon

One must first respect themselves

Every daughter must become a Durga)

Where most jewellery brands accentuate a woman’s femininity by portraying her in the traditional roles of wife, mother or daughter, H S Kalekar has highlighted her strength and indomitable spirit. In fact, they have completely omitted showcasing jewellery in the ad.

Through the campaign, the brand wants to encourage women to shed the role of victim and become a fighter. She is not the aggressor, but when it comes to defending what she values, she won’t back down. She must be her own guardian.  

At a time when the matter of women's safety has become obfuscated by endless debates and politics, H S Kalekar jewellers’ championing of women empowerment is a much-needed and commendable move. The campaign was widely shared on social media and many lauded the brand for making a bold and progressive statement.

According to the National Crimes Records Bureau, India recorded 88 rape cases every day in 2019 and the rape vulnerability of a girl or woman has increased up to 44 per cent in the last 10 years.

Latest Reads
Network18 media elevates Saraswathi Anand to general manager

NEW DELHI: Network18 Media has recently promoted Saraswathi Anand, erstwhile marketing lead - languages, to the post of general manager. Anand has been associated with the company since April 2019. Anand has over 16 years of industry experience. Prior to this, she was working with Zeel as head of...

MAM Marketing MAM
PNB Housing Finance pushes online home loans in new spot

PNB Housing Finance (PNBHFL) has launched a new campaign – Ek laddoo hamaare taraf se bhi kha lena – for its new digital home loan platform where customers can complete all home loan formalities online.

MAM Marketing MAM
Akila Jayaram joins Cheil India as VP

Cheil India has roped in former Essence AVP Akila Jayaraman as its VP. She will be responsible for leading the media efforts for Samsung India, across all categories.

MAM Media and Advertising People
‘Noodles in a Bowl’: Sunfeast YiPPee! forays into ready-to-eat segment

Sunfeast YiPPee! has forayed into the ready-to-eat segment with Quik Mealz, that offers noodles in a bowl.

MAM Marketing MAM
ZOOOK’s True Wireless In-Ear headphones Rocker Twins launched in India

ZOOOK True Wireless In-Ear headphones Rocker Twins has been launched in India by the pioneering French lifestyle brand known for its innovative range of consumer technology products. The premium yet affordable In-Ear Headphones come with the latest Bluetooth v5.0 technology and are compatible with...

MAM Marketing MAM
DHL Partners with Sportskeeda for ISL 2020-21

NEW DELHI - DHL Express has signed the official sponsorship with Sportskeeda for Indian Super League 2020-21. The big-ticket football event in India, the Indian Super League got underway on 20 November 2020.

MAM Marketing MAM
Hero Motocorp appoints Michael Clarke as COO

NEW DELHI: Hero MotoCorp has appointed global mobility expert Michael Clarke to the newly created position of COO, with the additional role of chief human resources officer (CHRO). Based out of India, Clarke will join Hero MotoCorp effective 1 January, 2021 and report to Pawan Munjal, chairman...

MAM Marketing MAM
ISL 2020: Hyderabad FC welcomes Vijay Sales as associate sponsor

NEW DELHI: Electronics retail chain Vijay Sales has come on board as Indian Super League (ISL) side Hyderabad FC’s associate sponsor for the 2020-21 season. The association will see Hyderabad FC sport the Vijay Sales logo on all of their match jerseys throughout the ISL campaign.

MAM Marketing MAM
Go the #MyBluKilometres way to combat pollution in Delhi-NCR

NEW DELHI: Come winter, and the capital and its surrounding environs are cloaked in a veil of smoke. People gasp as the AQI soars and particulate matter in the air reaches hazardous levels. Apart from stubble burning, the problem is further compounded by rising air pollution in the cities – from...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required