In an inspiring initiative, Zee Sarthak, an Odia general entertainment channel, has partnered with L&K Saatchi & Saatchi India to launch a thought-provoking campaign under the ‘Naali Bindu’ (Red Dot) initiative. This campaign aims to tackle the persistent issue of menstrual isolation faced by approximately 28% of girls in India, driven by the belief that their shadows are impure during menstruation.
The campaign ingeniously employs ‘Rabana Chhaya,’ a traditional yet fading art form of shadow puppetry from Odisha, to convey the poignant story of a girl enduring this social taboo. The use of shadow puppetry not only symbolizes the shadowy stigma surrounding menstruation but also challenges the absurd notion that a girl’s shadow can be considered impure.
Odisha presents a unique cultural backdrop where menstruation is celebrated during the Raja Parba festival, highlighting a stark contrast to prevailing societal beliefs. This cultural context amplifies the campaign’s message, aiming to raise awareness and challenge menstrual discrimination.
The collaboration between L&K Saatchi & Saatchi India and Zee Sarthak exemplifies the agency’s prowess in crafting impactful narratives that align with Zee Sarthak’s mission to challenge regressive norms. This campaign showcases their ability to empower brands and communities, fostering deeper connections and promoting social progress.
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Rohit Malkani, Chief Creative Officer at L&K Saatchi & Saatchi India, remarked, “Our association with Zee Sarthak and Naali Bindu is something we hold very dear. Every year, the entire team, including our client, puts on their thinking caps a month or so before Raja Parba to create a piece of communication that endears, cuts through, and most importantly undoes a social knot. This year we are super proud of a creative output that not only seeks to highlight a social prejudice but revives a traditional art form as well.”
Pratik Seal, Chief Channel Officer at Zee Sarthak, added, “As a channel deeply rooted in cultural contexts, we understand the importance of addressing and challenging regressive norms. Our Naali Bindu initiative is an effort to eradicate menstrual discrimination and promote dignity and respect for young girls. By using Rabana Chhaya, we not only bring attention to a critical issue but also honour a traditional art form, thus driving impact and cultural significance.”
The film, showcasing this powerful narrative, will be broadcasted on both television and digital platforms, reaching a wide audience and fostering much-needed conversations about menstrual discrimination.
