MTV India, Dentsu Webchutney launch ‘Baar Bra Dekho’

19 Mar,2020

By A Correspondent

 

A visible bra strap has been long used as a patriarchal tool to shame women into falling in-line with the stigma attached to bra straps. Consequently, MTV India with Dentsu Webchutney decided to launch – ‘Baar Bra Dekho’ – to address this issue. The aim was to normalise the existence of a peeking bra strap.

 

Speaking on the initiative, Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18 said: “Women are leaping ahead in every field. But instead of talking about their laurels, they are still being judged and questioned about what they wear. Criticising their peeking bra straps in 2020 is shameful and not even worth a consideration. Taking this issue head on, we are proud to present MTV Baar Bra Dekho, a thought-provoking initiative that distinctively questions the regressive stereotypes women are subjected to. It’s imperative to change the narrative. Starting this Women’s Day, we urge the youth of this country to celebrate the spirit of freedom and womanhood, the MTV way.”

 

Added Aalap Desai, Executive Creative Director, Dentsu Webchutney: “Creativity comes in all shapes and forms. When we found this powerful insight in our culture, we wanted to have a strong point-of-view on it. We wanted to go all out and attack this mindset at its very roots. So, we decided to make the bra strap itself our media vehicle to convey our message in the most noticeable way ever. By becoming the voice of the bra strap, we became the voice of millions of Indian women who were refusing to be silent anymore.”

 

 

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