Viral Ad: Jewellery brand focuses on women safety

Mumbai: The Hathras incident has once again put the spotlight on women’s safety in the country. But with every passing day, we come across more reports of atrocities committed against women. With the authorities at a loss as to what measures to take, and society inclined to blame the survivor, it’s high time for women to take matters into their own hands. In this spirit, H S Kalekar jewellers from Kolhapur has come up with the campaign Har Beetiyan Ko Ab Durga Banna Padega (Every daughter must become a Durga).

The commercial begins with a young girl walking alone on a deserted street. A young man follows her on his bike and stares insolently at her. The biker keeps stalking her, then suddenly blocks her way. The distressed girl changes her course, and spots an old lady sweeping on the road sides. She runs up to the woman, takes her broomstick and proceeds to threaten the man in pursuit. The girl manoeuvres the broomstick at high speed in nunchuck-style, which is an advanced form of martial arts. Intimidated by her martial art skills, the eve-teaser runs away.

The ad ends with the girl walking through the empty streets fearlessly and leaves a strong social message:

Saans Saans Tufaan Bane

Jab Tinka Tinka Shashtra Bane

Khud Ka Sanmaan Khud Karna Padega

Har Beetiyan Ko Ab Durga Banna Padega

(Every breath turns into a typhoon

And even a twig becomes a weapon

One must first respect themselves

Every daughter must become a Durga)

Where most jewellery brands accentuate a woman’s femininity by portraying her in the traditional roles of wife, mother or daughter, H S Kalekar has highlighted her strength and indomitable spirit. In fact, they have completely omitted showcasing jewellery in the ad.

Through the campaign, the brand wants to encourage women to shed the role of victim and become a fighter. She is not the aggressor, but when it comes to defending what she values, she won’t back down. She must be her own guardian.  

At a time when the matter of women's safety has become obfuscated by endless debates and politics, H S Kalekar jewellers’ championing of women empowerment is a much-needed and commendable move. The campaign was widely shared on social media and many lauded the brand for making a bold and progressive statement.

According to the National Crimes Records Bureau, India recorded 88 rape cases every day in 2019 and the rape vulnerability of a girl or woman has increased up to 44 per cent in the last 10 years.