By: Bhawana Anand
Last updated : May 14, 2019 10:49 am
As part of its Mother’s Day campaign, the brand, in association with Brave New World, drove home the need to keep the word ‘Maa’ out of insults and slangs in all languages
Some of our crudest insults contain the ‘mother’. So a few days before Mother’s Day, Project Eve held a rallying cry with the campaign #KeepMaaOutOfIt, targeted at both men and women in a bid to end society’s habitual disrespect for mothers reflected in the use of the word ‘Maa’ or as part of an insult.
Conceptualised by integrated advertising agency, Brave New World, the campaign was kicked off at Inorbit Mall, Malad, Mumbai, where a 6 foot high and 20 foot wide installation was set up that spelled the most popular gaali known to us Indians: ‘Teri Maa Ki.’ Armed with hammers, men, women and children convened around the installation to break it down symbolising the movement against the abuse of the word ‘Mother’. The ideas was to rip apart the insult through a symbolic gesture and thus reclaim the purity of the word ‘Maa’. The first blow was made by famed Bollywood actress and celebrity mom herself, Chitrangada Singh who then invited enthusiastic audiences to bring the structure down to rubble until only the word ‘Maa’ remained standing proud.
The campaign continues to make waves on social media as hundreds of Indians protest the use of these insults and urge their peers to stop the abuse of a mother’s name. The movement can be followed on social media @MyProjectEve.