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.
Client: Vogue India
Managing director: Alex Kuruvilla
Agency: Ogilvy and Mather