New Film by L&K Saatchi & Saatchi Highlights Menstrual Discrimination in India

The film creatively uses ‘Rabana Chhaya,’ a traditional and fading art form of shadow puppetry from Odisha, to tell the story of a girl subjected to these taboos and orthodox beliefs.
Falkan Media

Falkan Media

L&K Saatchi & Saatchi, a part of Publicis Groupe India, has released a powerful new film celebrating the ‘Naali Bindu’ (Red Dot) initiative by Zee Sarthak, an Odia general entertainment channel. This initiative aims to combat the isolation experienced by approximately 28% of girls in India during their menstrual cycles, driven by the myth that their shadows are impure.

Utilizing Traditional Art

The film creatively uses ‘Rabana Chhaya,’ a traditional and fading art form of shadow puppetry from Odisha, to tell the story of a girl subjected to these taboos and orthodox beliefs. By employing this traditional art, the film symbolically addresses the stigma of menstruation and challenges the notion that a girl’s shadow can be impure.

Cultural Context

Set in Odisha, a state that celebrates menstruation during the Raja Parba festival, the film contrasts this cultural celebration with the prevailing societal misconceptions about menstruation. This stark contrast is aimed at raising awareness and challenging menstrual discrimination. The film will be broadcasted on both television and digital platforms to reach a wider audience.

Crafting Impactful Narratives

L&K Saatchi & Saatchi India is known for creating impactful stories, perfectly aligning with Zee Sarthak’s mission to challenge outdated norms. This campaign highlights the agency’s ability to empower brands and communities, fostering deeper connections and promoting social progress.

Perspectives from the Creators

Rohit Malkani, Chief Creative Officer at L&K Saatchi & Saatchi India, expressed pride in the collaboration, stating, “Our partnership with Zee Sarthak and Naali Bindu is very dear to us. Every year, the team, including our client, brainstorms before Raja Parba to create a meaningful communication piece that endears, cuts through, and most importantly, tackles a social issue. This year, we are proud of our creative output, which not only addresses a social prejudice but also revives a traditional art form.”

Zee Sarthak’s Commitment

Pratik Seal, Chief Channel Officer at Zee Sarthak, emphasized the initiative’s importance, saying, “As a channel deeply rooted in cultural contexts, we recognize the importance of challenging outdated norms. Our Naali Bindu initiative aims to eradicate menstrual discrimination and promote dignity and respect for young girls. By using Rabana Chhaya, we draw attention to a critical issue while honoring a traditional art form, thus creating cultural and social impact.”

Conclusion

The ‘Naali Bindu’ initiative by Zee Sarthak, brought to life through the creative talents of L&K Saatchi & Saatchi, is a significant step in challenging menstrual discrimination in India. By combining a compelling narrative with traditional art, the campaign not only raises awareness but also celebrates cultural heritage. This initiative highlights the need to address regressive norms and build a society that respects and dignifies all its members.

Team Credit

  • Client: Zee Sarthak
  • Chief Channel Officer, Zee Sarthak: Pratik Seal
  • Sr Brand Manager, Zee Sarthak: Biswa Ranjan Baral
  • Sr Strategy & Insight Manager, Zee Sarthak: Sanjib Sahani
  • Agency: L&K Saatchi & Saatchi
  • CEO – Paritosh Srivastava
  • Chief Creative Officer: Rohit Malkani
  • Executive Vice President – North & East: Hindol Purkayastha
  • Executive Creative Director: Debanjan Basak
  • Creative Director: Vikas Gaur
  • Copywriter: Himani Chhabra
  • Associate Vice President: Anamika Ganguly
  • Brand Director: Arpita Elias
  • Director: Pritha Chakraborty
  • Production House: Flying Leaves

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