Reliance General Insurance has rolled out a campaign ahead of Holi that calls for a safer festival for women. Titled #HoliNotHooliganism, the campaign has been conceptualised by Ogilvy & Mather.
According to a statement from Reliance General Insurance, the intent is to focus attention on a largely ignored reality surrounding Holi festivities - the festival gives some men the license to harass, grope and even molest women under the guise of colour.
Rakesh Jain, CEO, Reliance General Insurance, said, “Holi is one of India’s most beautiful festivals because it upholds the spirit of liberation. But for a few it has turned into an excuse to harass women that destroy the beautiful festival with a horrifying experience for women. This campaign is our small contribution to create awareness and is one of the many initiatives we do as a corporate towards women’s safety.”
Burzin Mehta, group creative director, Ogilvy Mumbai, said, "When students are hurled with sperm-filled balloons and forced to celebrate the world’s most colourful festival indoors, there’s a serious problem. Which is why it is almost inevitable to expose what the festivities camouflage. And we’ve done that by taking generic Holi pictures and stripping the colour off them. What we were left with churned our insides. But it is the unfortunate truth."
#HoliNotHooliganism consists of a social media campaign as well as interactive posters at colleges across Mumbai and Delhi.
Client: Reliance General Insurance
Agency: Ogilvy Mumbai
Account management: Radhika Seth, JuhiChittoria
Creative team: Burzin Mehta, Sakshi Choudhary, Harsha Gharat, Vibhor Tyagi
Project management/Tech:PriyaBajad, Vishal Shinde
Producer: Junaid PandrowalaPhotographer:Puranjoy Gupta