Situation

‘Item Numbers’ are Bollywood music videos made with raunchy visuals and vulgar lyrics, objectifying women to promote movies.

Sadly, these ungraded videos aired through the day, find an audience even in children. Their colossal popularity is where the problem lies. Especially in India, where rapes by juveniles have risen by 143% in 10 years and 92 women are raped every day.

Brief

In a country that worships Bollywood, Angels Clinic, a child psychology pioneer intended to tackle this glaring yet hard to address problem with an intention to solve it.

Objective

There was an urgent need to create content that would shatter the deep-rooted conditioning gripping the nation where people did not even recognise the problem.

Implementation

A famous Item Number song was bought and a video was shot for it, much like a typical Item Number, with a loud and garish set up, complete with the costumes and lighting et al. The video also had a disturbing twist, featuring young boys instead of adult men. The kids in the film were shot separately and brought together in the same frame in post-production.

Timeline

The film was shown at an exclusive screening to parents and educators on 25th April, 2016.

The film was released on YouTube on 30th April, 2016.

The petition on change.org was live along with the release of the video on YouTube.

It was also posted on the Facebook page of Angels Clinic on 6th May, 2016.

Placement

YouTube

Change.org

Facebook

WhatsApp

Scale

On ground and digital