Ab Samjhauta
______________________________________________ CLIENT: Vivel PROJECT TYPE: Cause Marketing

Ab Samjhauta
CLIENT: Vivel PROJECT TYPE: Cause Marketing ______________________________________

To address the everyday gender stereotyping, body shaming and moral policing towards women. To stand for Vivel's stance to celebrate not just a woman's power, but also to actively stand up for her right to an equal life.


Vivel’s #AbSamjhautaNahin was conceived to ...

Vivel’s #AbSamjhautaNahin campaign was conceived to create an environment where there is only genuine compliments to infuse confidence, words that are free from gender-biased thoughts, tributes that appreciate women for who they are, their dreams and aspirations.

Under this campaign, two social-impact videos starring leading Bollywood stars like Amitabh Bachchan, Akshay Kumar and Sonam Kapoor were created. The videos highlighted how most seemingly normal conversations have shades of gender stereotyping,  body-shaming and moral policing towards women.

The Amitabh Bachchan video was a unique narrative about the whispers, thoughts, advice that a woman hears all around her. The Sonam Kapoor, Akshay Kumar video uncovered the hidden, forgotten aspect of a woman's life - her sanitary requirements.

The videos are thought-provoking, making the viewer pause and take notice of things that are largely forgotten


Through the cause marketing video, we reached close to five million people through our pages and seamlessly integrated the brand tagline of #AbSamjhautaNahi.

Importantly, it helped raise Rs 2.3 million to distribute a year-long supply of sanitary pads to approximately 7,500 women. The campaign, its success and its impact garnered significant media attention.


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Ab Samjhuata Nahin

  • Tags

    AbsamjhuataNahin, Akshay Kumar, Amitabh Bachchan, Soonam Kapoor, Vivel