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02 March 2018

Print Ad of the Week: Reliance General Insurance ‘Holi’ (India)

   



Holi

Ahead of the annual Holi Festival in India, Reliance General Insurance rolled out a campaign that hopes to raise awareness of a stark truth, in an effort to create a safer festival for women.

Created by Ogilvy & Mather, the ‘#HoliNotHooliganism’ campaign puts the spotlight on an often ignored reality that men take the opportunity to harass, grope and molest women under the guise of colour.

The campaign centres around three print ads that show two images side by side – the first a colourful image of Holi alongside another highlighting the reality which often hides beneath the colour once stripped away.

The ads are captioned with the following:

What’s Holi without the colour?

Holi is not an excuse to harass women.

#HoliNotHooliganism

Additional activity is running across social media and interactive posters have been placed in colleges across Mumbai and Delhi.

“Holi is one of India’s most beautiful festivals because it upholds the spirit of liberation,” said Rakesh Jain, CEO of Reliance General Insurance. “But for a few it has turned into an excuse to harass women that destroy the beautiful festival with a horrifying experience for women. This campaign is our small contribution to create awareness and is one of the many initiatives we do as a corporate towards women’s safety.”

Holi 1

Holi 2

   



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