Bollywood music has a huge impact on young Indians. So strong in fact, that people started imbibing its influence on their behaviour. Decades of conditioning had immunized audiences to demeaning lyrics that objectify women and perpetuate gender violence. To the extent that what they said or meant, was irrelevant. All that mattered was they had a tune and beat everyone could gyrate to.
Solution
We made a playlist of offensive songs and ran it on online radio – on India’s largest streaming app. Immediately after some songs, listeners heard audio spots that put them in the actress’ shoes. The English spots disrupted the listening behaviour. Causing them to tell Bollywood, lewd lyrics are #NotMusicToMyEars. https://youtu.be/bo2BxorAN3A
Insight
The campaign ran on Saavn – India’s most popular music streaming app for two weeks. A music app was chosen, because that’s where the Indian youth have their most intimate listening experience.
