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Never #LikeAnIndianMan: Social change inspired by advertising

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Never #LikeAnIndianMan: Social change inspired by advertising

Not even a month since its release, Procter & Gamble’s Always # LikeAGirl campaign has hit a view count of 41,880,806. Taking away from this social media advertising by Always, a feminine hygiene brand, ATVF Media Labs’ Arunabh Kumar has filmed a similar video,a nd posted it on YouTube, but with a desi twist—Never #LikeAnIndianMan.

The video was posted with the caption “The now famous #likeagirl video made us wonder: What if a similar video was made about Indian Men? Call out all the shameful things we need to change about who we are with #NoShameNoChange.”

The film shows a set of men being asked to enact how they usually approach a woman for the first time. The men said innocent things like, “Sorry to bother you, but can I buy you a drink?”, another exclaimed "She's so cute yaar. Kitni down-to-earth hai!"

Then, a set of women are asked to enact the same situation, the response was completely opposite. These women had some brutally honest, but shameful comments to share.

These women were then questioned how it felt like to be looked at like this, and all these women had similar responses—naked and commoditized.

The men who were shown the clips of these women were then asked how they felt about it, and one of them said, “I think they did it right.”

One of the guys advised his fellow men to “Keep doing what you're doing. That's what makes you a man. Keep passing those sleazy comments when you see a woman pass by. Go ahead, take pride. Be sexist… You are doing it right. No matter what they say. Because, I am an Indian man. And that is something I am not ashamed of.”

The video ends with a message—And this will never change unless Indian Men feel ashamed, call out all the shameful things we need to change #NoShameNoChange.

The video has gone viral on Twitter and Facebook. Its original YouTube feed has already hit 655,189 views since it was first posted on July 19.

The video fetched aggressively defensive responses from men across the country.

To such viewers who felt that video was trying to generalise Indian men, TVF said: “If you think this video is a generalization, you are missing the point. This is an appeal for change. Just like doing things #LikeAGirl became an insult, the identity and image of the average Indian man, as perceived by women in general has been stained, both locally and internationally. We seek to change that image by calling for a public stigmatization of everything wrong with our cultural norms. #NoshameNoChange."

Always# Likeagirl campaign has garnered interests of short filmmakers across the world. There are similar videos, from different nations, doing rounds on YouTube and social networking sites. Some of them are Always #Likeaboy and #Likeaguy.

You can watch the videos here:


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