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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

MATRIMONY AD

ClientAASTHA FOUNDATION
CategoryA02. Best Use of Magazines/Newspapers
TitleMATRIMONY AD
Product/ServiceWOMEN ABUSE AWARENESS
Entrant Company:CONTRACT ADVERTISING INDIA Mumbai, INDIA
Advertising Agency:CONTRACT ADVERTISING INDIA Mumbai, INDIA
Credits
Name Position
Ravi Deshpande Chairman
Manish Bhatt Executive Creative Director
Raghu Bhat Executive Creative Director
Priya Gurnani Copywriter/Art Director
Ankit Pandya Copywriter

Results and Effectiveness:

1. Nearly 152 sexually abused women came out into the open and contacted the organization to seek help. 2. We also received calls from 17 young men expressing willingness to marry the sexually abused woman.

Creative Execution:

In India traditionally, unlike in the West, alliances for marriage are formally ‘sought’, just like business alliances. To cater to this need, all newspapers have a dedicated page called the ‘matrimonial’ page that carries classified ads of people seeking marital alliances. We placed an ad seeking alliance for a sexually abused woman on the matrimonial page of a major English daily.

Insights, Strategy and the Idea:

In India, the stigma of being sexually abused robs a woman of all hope of receiving a marriage proposal and forces her to live a life of helplessness on the fringes of the society without a life partner. The task was to make educated young men re-examine their attitude towards sexually abused women.