How we used a dying art form to correct a social wrong.
Raja Parba is a unique festival in Odisha that honors the menstruation of Mother Earth. However, in some parts of Odisha, a girl experiencing her first period is isolated and kept in an outhouse for five days. During this time, she is forbidden to interact with society or her family, as it is believed that even her shadow is impure.
These outdated beliefs continue to oppress young girls, particularly in regions where menstruation is stigmatized yet ironically, celebrated.
Using Rabana Chhaya, a dying, traditional art form of shadow puppetry from Odisha, Zee Sarthak tells the poignant story of a girl subjected to this taboo and orthodox thinking. This powerful film, part of Zee Sarthak's Naali Bindu initiative, aims to raise awareness and challenge menstrual discrimination.
Watch our new film to witness this touching narrative and join us in the fight against menstrual taboos.
Team Credit:
Client: Zee Sarthak
Chief Channel Officer, ZEE Sarthak: Pratik Seal
Senior Brand Manager – Marketing, ZEE Sarthak : Biswa Ranjan Baral
Agency: L&K Saatchi & Saatchi
CEO – Paritosh Srivastava
Chief Creative Officer: Rohit Malkani
Executive Vice President – North & East: Hindol Purkayastha
Executive Creative Director: Debanjan Basak
Creative Director: Vikas Gaur
Copywriter: Himani Chhabra
Associate Vice President: Anamika Ganguly
Brand Director: Arpita Elias
Director: Pritha Chakraborty
Production House: Flying Leaves
Snehasis BoseEkta RelanKartik SmetacekAtin WahalSamir ShanbhagDebarjyo NandiPrachi BaliTejal ShastriAmeya JoshiGirish Joshi Mayur Shetty
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