Vogue India has has rolled out a film for its #VogueEmpower social initiative. The initiative is to bring attention to the nature of the upbringing of the male child in India — the indoctrination of "boys don’t cry." The PSA, conceptualized by Ogilvy & Mather, features actor Madhuri Dixit as she drives home the message that while we may teach our boys not to cry, it is more important to teach them not to make girls cry through domestic violence.
The film shows little boys in a fit of crying as everybody around them keeps telling them to shush because "boys don’t cry." Parents, friends, grandparents — all of them say the same thing. The spot ends with a domestic scene in which a young man has physically assaulted a woman. Her face is swollen and carries bruise marks. The film ends with Madhuri Dixit delivering the key message.
Client: Vogue India
Managing director: Alex Kuruvilla
Agency: Ogilvy & Mather
This story first appeared on Campaign India.