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Tag: Aranya Johar

  • UnErase Poetry Qyuki Shaadi will question marriage norms

    MUMBAI: In Qyuki’s endeavor to encourage unique talent, it’s latest association with Unerase Poetry’s young writer, poet and performer  Aranya Johar is true to the cause. 

    The campaign in association with the World’s No. 1 Matchmaking Service Shaadi.com is an expression of a girl’s struggle with the societal  norms and conventions about body, shape and complexion.

    In just 2 minutes, the poem portrays gamut of feelings and emotions on how girls are burdened with stereotypical notions on their body type and skin tone.  Although the poem is penned and recited by a girl, it fairly balances the judgments framed about boys and men as well.

    Aranya started her poetic journey at the tender age of 11 and her piece ‘A Brown Girl’s Guide to Gender’ hit a staggering 1 million views within two days of its upload and is currently over 30 million and counting. This time through “A Brown Girl’s Guide to Beauty” Aranya strives to speak aloud about the set norms by the media and the society.

    An innovative initiative started by standup comedian and poet Simar Singh, UnErase Poetry is a bilingual medium that creates and promotes spoken word poetry. The digital creators are at the forefront of bringing about a change in the society about the regressive concepts such as taboos on menstruation, human trafficking,  marital rape and many such relevant and important subjects.

    Sharing his thoughts, Simar Singh said “This campaign is an effort to bring awareness of how skin tone of a girl shouldn’t be a parameter to marry her.  Aranya has done remarkable work with her poem. We have the befitting partners with Shaadi.com and with Qyuki Digital being the platform, we are rest assured for it to reach out to its audience.”

    Sagar Gokhale, the content head, expressed “Qyuki has always stood for change and we are glad to be associated with such a unique talent as Aranya’s. Her poetic form has formed a bond with viewers and we want to strengthen it. We are glad to showcase the power of such an impressive talent.

    According to CEO Gourav Rakshit, Shaadi.com, “The bias against complexion and body type is something that exists within our society at large. While eliminating this mindset is a long way off, this is our first step to help people look beyond and really get to know a person before making their decision. It’s only fair to give finding love a fair chance!”

  • Wash United & Happy mcgarrybowen unite to bring about a change in social attitude

    MUMBAI: Wash United, an international non-profit organization and the initiator of the Menstrual Hygiene Day on 28 May, joined forces with Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, to create a digital-first awareness campaign in order to tear down walls of silence and stigma that surround menstruation.

    Wash United collaborated with spoken word artist Aranya Johar to create a compelling video called ‘To bleed without Violence’ along with Happy mcgarrybowen. The video features Aranya talking positively about the stigma around menstruation.

    Wash United managing director Nirmala Nair said, “Menstruation is a normal biological process. How is it possible that we cannot talk openly about something that is perfectly natural and without which none of us would exist? At Wash United, we constantly look for innovative solutions to create a positive shift in knowledge, attitude and behaviour and this campaign was one such effort. The campaign has sparked a conversation around the issue that has been much hushed about.”

    Happy mcgarrybowen MD and CCO PM Praveen Das commented, “I believe that the businesses we run are inextricably linked to the social-economic environments in which they function. Our firm belief in the merit of design thinking and problem solving around social causes has led us at Happy mcgarrybowen to set up an exclusive division for Social Behaviour Change Communication. This team currently focusses on initiatives for international NGOs such as Wash United, Swachh Bharat and Worldreader’s readtokids.com to name a few. We look forward to partnering with such organisations to create impactful programmes like we did for ‘Menstrual Hygiene Day’, in order to highlight the importance of such issues.”

    ‘To bleed without Violence’ went viral with 7.5 million views, in addition to being shared by Bollywood superstar Akshay Kumar in just four days. However, the true measure of success for this campaign was when the audience walked away educated and empathetic towards menstruation