Women have too often heard words like âBut you are woman, how can you do that?â They have suffered the consequences of someone else making their decisions for them and have had people mistrusting their ability to do anything that is not feminine enough.
But despite all that there have been women who have defied the norm and risen above the roadblocks people and society put in their way. UN Women, through their latest campaign 'Mujhe haq hai', intends to inspire women and girls across the country by giving them a positive role model.
Conceptualised and created by Business of Ideas, it aims to spread the message that women have the right to live a life on their terms, and the right to make their own choices. The video features women achievers like Mithali Raj, captain of the Indian national womenâs cricket team; Sania Mirza, ace tennis player; Gul Panag, actor; Tajamul Islam, nine-year-old world kickboxing champion; Meera Khanna, writer and womenâs rights activist among many others.
Set to a great music score, the video is a montage of these varied and successful women, passing on the message that women can ace in any field they choose.
Commenting on the campaign, Aditya Bhat, Founder and CEO, Business of Ideas, said, "It was an honour to work with a prestigious organisation like UN Women. It was a pleasure to get on board the achievers from media, entertainment and sports fraternity and we are extremely thankful to them. What makes this launch special is the fact that everyone who has been part of this video provided their support pro-bono â everyone came together for the cause of advancing womenâs empowerment and gender equality in our country.â
Client: UN Women
Agency: Business of Ideas
Project Head: Aditya Bhat
Direction team: Karthik Iyer, Karan Lahot, Nirmit Kalasva
Creative Producers: Sagar Thakkar and Pooja Purohit
Cinematography team: Rakesh Rawat, Karan Lahot, Nirmit Kalsva