L&K Saatchi & Saatchi has unveiled a thought-provoking film to celebrate the ‘Naali Bindu’ (Red Dot) initiative by Zee Sarthak, the Odia general entertainment channel.
Said Rohit Malkani, Chief Creative Officer, L&K Saatchi & Saatchi India: “Our association with Zee Sarthak and Nali Bindu is something we hold very dear. Every year, the entire team including our client puts on their thinking caps a month or so before Raja Parba to create a piece of communication that endears, cuts through and most importantly undoes a social knot. This year we are super proud of a creative output that not only seeks to highlight a social prejudice but revives a traditional art form as well.”
Added Pratik Seal, Chief Channel Officer, Zee Sarthak: “As a channel deeply rooted in cultural contexts, we understand the importance of addressing and challenging regressive norms. 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.”
https://www.youtube.com/watch?v=Ctq762n4so0