Ogilvy unveils the ugly side of Holi - India's festival of colour isn't all fun and frolic for women

holi 1.jpgHoli is perhaps India's most popular international festival. With the onset of spring, India attracts film-makers and photographers from around the world, all of whom are keen on capturing their very own technicolour tales. But hidden amidst the euphoria, is an ugly side that often goes unnoticed - the license millions of men give themselves to harass, grope and even molest women under the guise of colour.
As part of a women's safety initiative, Reliance General Insurance has launched #HoliNotHooliganism. The intent being to focus attention on a largely ignored reality surrounding Holi festivities.

holi 2.jpgholi 3.jpgBurzin Mehta, Group Creative Director, Ogilvy Mumbai said, "When students are hurled with sperm-filled balloons and forced to celebrate the world's most colourful festival indoors, there's a serious problem. Which is why it is almost inevitable to expose what the festivities camouflage. And we've done that by taking generic holi pictures and stripping the colour off them. What we were left with churned our insides.  But it is  the unfortunate truth."

Rakesh Jain, CEO of Reliance General Insurance added, "Holi is one of India's most beautiful festivals because it upholds the spirit of liberation. But for a few it has turned into an excuse to harass women that destroy the beautiful festival with a horrifying experience for women. This campaign is our small contribution to create awareness and is one of the many initiatives we do as a corporate towards Women's safety."

#HoliNotHooliganism consists of a social media blitz as well as interactive posters at colleges across Mumbai and Delhi. In the hope that when the country celebrates Holi this year, its women will feel safe enough to get out of their homes and smear each other with colours of joy, not fear.

Credits -
Account Management: Radhika Seth, Juhi Chittoria
Creative team: Burzin Mehta, Sakshi Choudhary, Harsha Gharat, Vibhor Tyagi
Project Management/Tech: Priya Bajad, Vishal Shinde
Producer: Junaid Pandrowala   
Photographer: Puranjoy Gupta

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.