Campaign against domestic violence in India wins Cannes trophy

A national campaign that uses the power of pop culture, media and community mobilisation for outreach against domestic violence India has bagged the prestigious Silver Lion at the Cannes Lions International Advertising Festival.

Right's body Breakthrough's "Bell Bajao! Campaign" against domestic violence has bagged the prestigious Silver Lion, India's only win in the film category out of the five shortlisted entries.

The films have been created by Ogilvy & Mather and directed by Bauddhayan Mukherjee of Little Lamb Films.

"Bell Bajao" campaign was launched in August 2008 with the support of the Ministry of Women and Child Development and campaign ambassador and popular filmstar Boman Irani. The campaign is based on true stories of people who joined the movement against domestic violence.

"The Silver Lion provides us with a global platform to spotlight violence against women and to ask men and boys to become partners in ending it," Mallika Dutt, executive director of Breakthrough said in a statement.

"What makes this win even more wonderful, is the fact that this work was not created because one wanted to win an award. But because everyone from the client to the creative team to the filmmaker believed this was what it would take to put an end to domestic violence," said Ogilvy & Mather group creative director Zenobia Pithawalla.

The Cannes Lions International Advertising Festival is considered one of the biggest celebration of creativity in communications.

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