Saatchi & Saatchi Propagate’s Post

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 These outdated beliefs continue to oppress young girls, particularly in regions where menstruation is stigmatized yet ironically, celebrated.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 Bose Ekta Relan Kartik Smetacek Atin Wahal Samir Shanbhag Debarjyo Nandi Prachi Bali Tejal Shastri Ameya Joshi Girish Joshi Mayur Shetty Publicis Groupe Publicis Groupe India Saatchi & Saatchi Propagate