Campaign India Team
Oct 29, 2014

#VogueEmpower plays on ‘Boys Don’t Cry’ adage, urges early start to gender sensitivity

Watch the film conceptualised by Ogilvy & Mather here

Vogue India has has rolled out a film for its #VogueEmpower social initiative. The initiative is to bring attention to the nature of the upbringing of the male child in India -  the indoctrination of ‘Boys Don’t Cry’. The PSA, conceptualised by Ogilvy and Mather,  features actor Madhuri Dixit as she drives home the message that while we may teach our boys not to cry, it is more important to teach them to not make girls cry – which is in reference to domestic violence.
 
The film shows little boys in a fit of crying as everybody around them keeps telling them to shush as ‘boys don’t cry’. Be it parents, friends, grandparents all of them say the same thing. The end of the PSA shows a young couple in the midst of a tense situation where the young man has physically assaulted the lady. Her face is swollen and carries bruise marks. The film ends with Madhuri Dixit delivering the key message.
 
Credits
 
Client: Vogue India
Managing director: Alex Kuruvilla
Agency: Ogilvy and Mather
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
You will never unsee Jif's man-squirrel in new spots from Publicis
Premium
1 day ago

You will never unsee Jif's man-squirrel in new ...

The creative shop launched a double campaign with Jif and Smuckers.

Premium
Bobo and Bladder adventure through Elvie's funny ads about female incontinence
Premium
1 day ago

Bobo and Bladder adventure through Elvie's funny ...

Tech start-up wants women with incontinence to know they are not alone.

Premium
The scent of a gamer: Lynx tie-in with Xbox debuts, with a dull film
Premium
1 day ago

The scent of a gamer: Lynx tie-in with Xbox debuts, ...

An inexplicable dual-branded product line launches in ANZ with a four-minute paint-by-the-numbers film about a socially awkward guy who (spoiler alert) gets the girl in the end.

Premium
Sofa story sparkles in Fevicol's diamond jubilee commercial
Premium
1 day ago

Sofa story sparkles in Fevicol's diamond jubilee ...

Watch the film conceptualised by Ogilvy here