Love Matters joins hands with Ogilvy One to bash sexism in Bollywood songs

29 Mar,2017

By A Correspondent

 

More than 63 per cent of urban Indians listen to music online notes a research conducted by JuxtSmartMandate, And the most preferred genre is Bollywood. The impact of which is so strong that people have started imbibing its influence on their consumer habits. Not just that, a large number of these songs has had a direct impact on the behavior of young listeners.

 

The shortcomings from the research catapulted the gaps in gender equality and violence against women, men and others in general. These learning’s pushed Love Matters India to launch a campaign created by OgilvyOne, on addressing how popular media and Bollywood is unwittingly propagating sexism and gender inequality through songs.

 

The campaign, #NotMusicToMyEars,was strategised after keeping in mind the recent events of censorship and acts of atrocities against women in India.While everyone loves dancing to a soul-stirring song, the lyrics often go unnoticed. And it doesn’t take much of an effort to discover just how many popular songs have lyrics that are down-right derogatory of women’s rights and even their bodies. Love Matters aims to break this pattern and ensure that pop culture is aligned to ethics of gender equality and respect.

 

Said Vithika Yadav, Country Head of Love Matters India: “#NotMusicToMyEars is crucial for young people as we see more and more of them accessing the digital space. Entertainment and media has been a huge influencer in India, and we’ve realised that the gaps in gender equality and other taboo issues could be filled if we start sensitizing these spaces. It is very important to raise a voice on such songs as they do not fulfil any substantial goals, but lead to further stereotyping.”

 

Added Burzin Mehta, Group Creative Director, OgilvyOne: “It’s sometimes so easy to get carried away with the music we all love to hear, the lyrics almost don’t matter. And before we know it, they’re part of our collective sub-conscious. #NotMusicToMyEars aims to focus the spotlight on lyrics, which if we paid attention to, would make any of us cringe. Hopefully, it’ll get the attention of the folks that matter. And result in songs we can dance as well as sing out aloud.”

 

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