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best-campaign-under-250k

#NotMusicToMyEars

Agency: OgilvyOne Worldwide Pvt. Ltd.    •    Client: Love Matters    •    Category: Best Campaign Under $250k    •    Award: Certificate

PRODUCT: Love Matters is a global youth program, under RNW Media, that fights gender-inequality. The organization wanted to address Bollywood's unwitting propagation of sexism through lyrics of their songs.
TARGET MARKET: The Indian youth. Since Bollywood was their favorite music genre and had the biggest influence on their behavior and psyche.
OBJECTIVE: To get Bollywood to take a stand against including demeaning lyrics in its songs.

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