The Supreme Court of India has banned over-the-counter sale of acid since 2013. Yet acid is easily available to the common man and the number of acid attacks are on the rise.
Ogilvy Mumbai, along with Make Love Not Scars, an organisation working against the sale of acid, launched a campaign called Beauty Tips with Reshma. This is a series of three videos where a real acid attack survivor shares some beauty tips. Each vlog ended with a plea to crowd source signatures on a petition addressed to the Prime Minister to enforce the ban on open sale of acid.
The campaign launched on The Logical Indian on August 30, 2015 and went viral in India and across the world.
Watch the vlog:
Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia said, “An acid attack is a heinous crime and every attempt should be made to prevent such attacks. Make Love Not Scars is an organisation committed to persuading the government to pass legislation which prevents open sales of acids. Ogilvy is proud to participate in this cause and has created this commercial with a victim who agreed to participate in generating awareness and support. Ogilvy will continue to contribute to this cause to impact results that lead to safety of people and women in particular.”
The New York Times, The Wall Street Journal, BBC World, Mail Online, ABC News, TIME, Mashable, Mirror, People, The Independent, The Huffington Post and global personalities like Amitabh Bachchan, Ashton Kutcher have already joined the conversation for #Endacidsale.
Rajiv Rao, National Creative Director, Ogilvy India opined, “It’s a shame that even after a ban on the sale of acid, it seems to be selling openly and easily and helping the mindless young men of India to destroy a girl's life forever. We wanted to create an awareness campaign in a powerful way to put an end to this ridiculous behaviour once and for all.
Two weeks later over 200,000 petitions addressed to the PM Narendra Modi have been signed.”
Chairman & Creative Head, Ogilvy South Asia: Piyush Pandey
National Creative Director, Ogilvy India : Rajiv Rao
Executive Creative Directors, Ogilvy Mumbai: Kainaz Karmakar & Harshad Rajadhyaksha
Creative Group Heads & Copywriters: Ogilvy Mumbai: Harshik Suraiya and Geetanjali Jaiswal