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UnmuteTheAbuse - Maharashtra State Commission For Women - Maharashtra State Commission For Women JPG
UnmuteTheAbuse - Maharashtra State Commission For Women - Maharashtra State Commission For Women JPG

UnmuteTheAbuse - Maharashtra State Commission For Women
Client: Maharashtra State Commission For Women
Entrant: Makani Creatives

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UnmuteTheAbuse - Maharashtra State Commission For Women - Maharashtra State Commission For Women

Baby Blue Elephant

Entry Title: UnmuteTheAbuse
Brand: Maharashtra State Commission For Women
Client: Maharashtra State Commission For Women
Description: Last year was new and different for everyone. Being locked in our homes, we felt trapped and unable to live life as we wished. But this was nothing compared to the pain that was being caused to the victims of domestic violence. What they were going through was nothing that one can fathom.

Amidst the Covid 19 induced lockdown, India had seen a rise in domestic abuse against women. These victims were rendered voiceless especially when they were stuck with their abusers at home. Maharashtra State Commission for Women wanted let these victims know that help is available on their crisis helpline.

We found a creative vehicle in the form of the clay art. India has an ancient tradition of making handmade clay toys. The first clay toy that archeologists unearthed was that of a child and a mother, which is a symbol of motherly love. Through these toys, children are taught the age old traditions and stories with morals.

The creative shows clay art rendered in the shape of a traditional Indian door latch. This latch which is supposed to protect the ones living inside a home, itself became a powerful symbol to express the plight of domestic violence victims.
Company Credits: Makani Creatives Pvt Ltd
Individual Credits: Managing Director - Sameer Makani
Individual Credits: Executive Creative Director - Anant Medepalli
Individual Credits: Associate Creative Director Copy - Amol Jadhav
Individual Credits: Associate Creative Director Art - Nilesh SIngh