Radio Mirchi listeners are always happy in this web film via McCann Erickson Mumbai

Radio Mirchi 1.jpg'Rudaalis' (roo-dah-lees) are professional mourners hired for ages at funerals by the royal families of Rajasthan, India. As crying is considered a sign of weakness, these Rudaalis grieve on behalf of the royal family. This film by McCann Erickson Mumbai is about such women called 'Rudaalis', literally translated as "weeping women". Over the years, books, documentaries and even a Bollywood movie based on Rudaalis have been released. Today, this old age occupation stands synonymous with grief in the eyes of the society.


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