ADK Fortune and Vikalp Women's Group show support for domestic violence victims

Ever since the lockdown was announced, helplines related to domestic violence cases had been buzzing across the country. Helpless and vulnerable people were seeking urgent and desperate help.

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Hoping to make a difference in the lives of countless domestic abuse survivors and reassure them that they are not alone in these troubled times, ADK Fortune, a WPP company and part of Wunderman Thompson South Asia Group, decided it was time to act, now. What strengthened the agency’s resolve and propelled them into immediate action was when a colleague narrated witnessing domestic violence in her neighbourhood.  

With an idea and unshakeable belief, ADK Fortune teamed up with director Pradeep Sarkar and Vikalp Women’s Group (an NGO that works to combat domestic violence and discrimination against women) to bring attention to this burning issue.

Proving that where there is a will there is a way, even during a lockdown, insurmountable production hassles were brushed aside by the director and his team who shot the video with his own phone. The women’s NGO were more than willing to lend their expertise and strengthened their existing 24-hour helpline.

A completely on the spur pro bono effort reached millions because of the instant support extended by NDTV.

The TVC:

Credits:

Client: Vikalp Women’s Group

Founder Member and Director: Indira Pathak

Programme Director: Maya Sharma

Supported by: NDTV

Agency: ADK Fortune Communications Pvt. Ltd.

Managing Partner: Subroto Pradhan

ECDs: Nakul Sharma and Tirtha Ghosh

Creative Directors: Vivek Bhagat and Ravi Shankar Mishra

Account Management: Sarvprit Singh and Priyanka Surkali

Production House: Apocalypso Filmworks

Director: Pradeep Sarkar

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