#ForASister: Subjective approach towards India’s most famous cuss word

raksha-bandhan-campaign

PostPickle published a DVC on their Facebook and Twitter page with use of #ForASister. This short film encourages brothers to take a pledge on their website promising to give their sisters this unique gift.

Conceptualized by Oglivy & Mather the campaign is aimed at discouraging people from using the word that may have hurt sentiments of sisters around.With Raksha Bandhan in sight, #ForASister highlights the gory side of the sister cussing word used as a compliment, exclamation and sometimes also a question.

Not clothes or jewelry, this video tell you exactly what a sister wants this Raksha Bandhan! #ForASister

Posted by Postpickle on Friday, August 21, 2015

The kind of response received is mostly positive.  With the concept revolving around the relationship of siblings, it has been retweeted by sisters and how they like the idea too. #ForASister Hashtag has been used for this activity on Facebook and Twitter.

The subtle O & M style strikes immediately in the video, with an immediate déjà vu to lesbian ad for Myntra.

The film however, is subjective and there may be a difference of opinion. Bhen**** has evolved to be more than an expletive, sometimes not even remotely connected to the word’s literal meaning. Nonetheless, it is a considerate effort towards the young generation, who could take inspiration and steer clear from the habit.


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