Campaign India Team
Mar 01, 2018

Reliance General Insurance bats for a safer Holi for women, free of hooliganism

The campaign was conceptualised by Ogilvy & Mather

Reliance General Insurance bats for a safer Holi for women, free of hooliganism
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. 
 
CREDITS
 
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 
 
 
 
Source:
Campaign India

Related Articles

Just Published

3 hours ago

Mediabrands and Vice Media Group ink global ...

Deal will bring global production content capabilities and original entertainment properties to Mediabrands' six-month-old content studio

5 hours ago

The Q India elevates Krishna Menon to chief ...

Was chief revenue officer at the company

6 hours ago

iPhone users overwhelmingly reject app tracking, ...

The long-term consequences of Apple’s privacy shift will be complex, experts say

6 hours ago

Hyundai claims to be the rare one to care

Watch the films conceptualised by Innocean Worldwide here