JWT India creates an initiative to give daughters the right to perform their parent's last rites

mydaugtherwill.jpgThis year, J Walter Thompson India's team in association with HAIYYA (NGO) got together to work on ideas that bring about a social change. #mydaughterwill is a digital campaign, conceptualized and created by JWT, aiming at giving daughters the same rights as sons to perform a parent's last rites.

mydaugtherwill2.jpgThe campaign captures the emotional chords of people through their real-life stories. The campaign has been given life not to usher in change overnight, but to seep into the thinking and conversation of citizens in the country and one day herald change.

Tista Sen, National Creative Director, JWT India said, "We are committed and stand strongly with all women who have been discriminated against when it comes to this issue. There is a sensitivity we are dealing with and we are mindful of it. We are not courting controversy but to initiate even the beginning of change we understand there will be opposing views. Any conversation however unpleasant are all welcome!"

Credits - Tista Sen, Nandita Chalam, Vijay Solanki, Shyam Nair
Senthil Kumar: Chief Creative Officer

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