Re'equil challenges societal norms with 'Apnon ko Jhijhakne Nahi, Jeetne Do' campaign

Re’equil has challenged societal norms with its ‘Apnon ko Jhijhakne Nahi, Jeetne Do’ campaign.

Launched on International Men’s Day, Re'equil’s campaign urges individuals to break free from labels and inspires individuals to actively support their loved ones. 

Through a short film, Re’equil uncovers the often silent and unseen struggles faced by effeminate men. From battling their own insecurities and internal conflicts, to facing harsh judgments,  ridicule, and bullying from families, schoolmates, and society. It's a poignant reminder of their resilience and the need for a world that embraces diversity and acceptance. 

The film depicts the life journey of a boy from childhood to adulthood. The story begins with instances of the boy being dressed in girls' clothing for his parent's amusement, evolving into hypocritical disapproval when he willingly chooses activities and mannerisms considered 'feminine'. The disapproval intensifies in his teenage years, where he feels compelled to hide his true self, fearing taunts and teasing from everyone around him. This struggle continues into adulthood, where the boy feels that he has lost  his authentic self amid his battle against societal expectations.

With this campaign, Re’equil aims to inspire a new generation of men who choose kindness and redefine what it means to be a man on their own terms while creating a society that not only accepts them for who they are but fosters their individuality.

Re'equil campaign:

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