L&K Saatchi & Saatchi, part of Publicis Groupe India, has unveiled a film to observe the ‘Naali Bindu’ (red dot) initiative by Zee Sarthak, an Odia general entertainment channel.
“Our association with Zee Sarthak and Nali Bindu is something we hold very dear. This year we are proud of a creative output that not only highlights a social prejudice but revives a traditional art form as well,” Rohit Malkani, chief creative officer, L&K Saatchi & Saatchi India, said.
Reportedly, the initiative showcases the isolation faced by approximately 28% of girls in India while having their periods, perpetuated by the misbelief that their shadows are impure. Using ‘Rabana Chhaya’, believed to be a dying traditional art form of shadow puppetry from Odisha, the film portrays the story of a girl subjected to this taboo and belief. From what it is understood, the film’s narrative aims to raise awareness and challenge menstrual discrimination. As per the report, The film will be aired on both television and digital platforms.
“Our Naali Bindu initiative is an effort to eradicate menstrual discrimination and promote dignity and respect for young girls. By using Rabana Chhaya, we not only bring attention to a critical issue but also honour a traditional art form, thus driving impact and cultural significance,” Pratik Seal, chief channel officer, Zee Sarthak, said.