The initiative tackles the persistent isolation experienced by approximately 28% of girls in India during their periods, driven by the misconception that their shadows are impure. Utilizing ‘Rabana Chhaya,’ a fading traditional shadow puppetry art form from Odisha, the film poignantly narrates the story of a girl enduring this taboo and outdated belief. Its powerful narrative aims to raise awareness and challenge menstrual discrimination.
The use of shadow puppetry in the campaign is deeply symbolic, reflecting the shadowy stigma surrounding menstruation and challenging the belief that something as natural as a girl’s shadow can be considered impure. Odisha uniquely celebrates menstruation during the Raja Parba festival, providing a stark cultural contrast to the prevailing societal attitudes. The film will be broadcast on both television and digital platforms.
L&K Saatchi & Saatchi India’s skill in crafting impactful narratives aligns seamlessly with Zee Sarthak’s mission to challenge regressive norms. This campaign underscores the agency’s ability to empower brands and communities, fostering deeper connections and promoting social progress.
Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi India, said: “Our association with Zee Sarthak and Nali 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, 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.”
Credits:
- 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
