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India ad - ogling

WATCH Indian ad shames men ogling women

At a time where India has been harshly thrown in the spotlight for sex crimes against women, this ad by a film school Whistling Woods has been making its rounds.

The spot, titled “Dekh Le” (meaning “look” or “see” in Hindi), tries to get men to see how creepy they look ogling women. While arguably harmless in practice, at a time where horrific sex crimes have outraged the nation as well as drawn global outcry, the ad clearly strikes a nerve. The video has already hit more than 2.5 million views since it debuted on 16 December, 2013.

The date is also the anniversary of the horrific case Nirbhaya gang rape case in New Delhi, where a young lady was gang-raped on a bus and later thrown off it, eventually dying of her injuries.

In a note on the video the school said: “On 16th December 2012, the horrific incident of Nirbhaya’s Rape Case not only shattered Nirbhaya’s family but every single Indian. This incident did trigger a sense of solidarity to stand up, fight against and do our best to eradicate such atrocities & gender inequality.”

Interestingly, the ad shows women dressed reasonably sexily, instead of anything conservative. The women in the ad wear short skirts, low cut tops and one even has a “tramp stamp”, suggesting it isn’t okay to objectify a woman, regardless of how they dress.

The ad closes with the women reflecting back to the men their own image of themselves ogling them, to their shame.

Will it make a difference, and do you agree? Watch the video here:

 
Elizabeth Low
Deputy Editor
Marketing Magazine Singapore

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