Advertising & Marketing Communications – Not for Profit
Client Haiyya
Brand My Daughter Will
Entrant Hungama Digital Services
Brief ‘My Daughter Will’ is a social awakening initiative focused on giving Hindu daughters the same rights as sons to perform the last rites of a parent. Purely a digital initiative, the campaign’s objective was to raise awareness as well as generate support for a cause via an online petition that allows parents to change their last will by adding a clause allowing their daughter to light their pyre.
Cultural Context In India, only sons are allowed to perform final rites of a parent. Surprisingly, Vedas nowhere mention that the last rites should only be performed by a son. This has simply become a practice over the centuries. Daughters are denied these final rites.
Solution
 In India, only sons are allowed to perform final rites of a parent. Surprisingly, Vedas nowhere mention that the last rites should only be performed by a son. This has simply become a practice over the centuries. This initiative aims to shatter preconceived stereotypes, empowering women, raising awareness and also at the same time standing up for all women who have been discriminated against.