Beauty is not always just physical. If you focus just on the physical aspect of a person’s appearance only, you’d probably get bored pretty soon. More often than not, a person that captivates you, has stirred something in your soul. Your soul is moved not just because of a person’s physical appearance. While this has been stressed enough and talked about in all cultures, something about the society and how the world works, puts a lot of pressure on how you look on the outside.
17-year-old Reshma Qureshi from Mumbai was attacked by her sister’s estranged husband and his friends. Reshma along with her sister and friend was visiting a town in Northern India last year, when the husband’s friends held her down and poured acid all over her face.
With no support from the government to cover the costs of surgery, Reshma reached out to Make Love Not Scars, an NGO that helped her via fund-raising efforts on IndieGoGo. Reshma’s words have been powerful and have resonated throughout the country to end sale of acid.
Ogilvy & Mather in an effort to bring the issue more into the limelight have created a campaign called ‘Beauty Tips By Reshma’ to end the sale of acid. In one of these videos, Reshma gives tips for ‘perfect red lips’, how tokeep them moist and get the desired results.
The idea germinated at the O&M office with involvement from the NGO Make Love Not Scars. The three videos cover beauty tips on how to get perfect red lips, how to get rid of dark spots and how to apply eye-liner; their ultimate goal being bringing into light the ready availability of acid over the counter and danger it poses to society especially women.
With over 1.2 million views already, O&M ECD, Kainaz Karmakar emphasizes the video’s superficial route to stay away from a sorry sentiment from people who are watching it. Ria Sharma, founder of Make Love Not Scars believes this is a great way to shake women’s body image issues and bring Reshma’s strength more into focus.
Client: Make Love Not Scars
Agency: Ogilvy & Mather
CCO: Rajiv Rao
ECDs: Harshad Rajadhyaksha & Kainaz Karmakar
Creative Group Heads: Geetanjali Jaiswal & Harshik Suraiya
Copywriters: Geetanjali Jaiswal & Harshik Suraiya
Media Partner: The Logical Indian
Production House: 1st December
Director: Atul Kattukaran
Producer: Ganesh Pareek