According to the BBC, 244,270 crimes against women were reported in India last year. In one case that sparked national outrage, Jyoti Singh was gang-raped on a bus, eventually dying from injuries sustained during the assault.
As part of an initiative by Save Our Sisters to combat the ongoing crisis of domestic violence and sexual assault, Indian ad agency Taproot created the following campaign which features bruised and beaten Hindu goddesses. The campaign declares:
“Pray that we never see this day. Today, more than 68% of women in India are victims of domestic violence. Tomorrow, it seems like no woman shall be spared. Not even the ones we pray to.”
The campaign pulls no punches in calling out the contradiction between the country’s religious deification of women and prevailing cultural attitudes which regard wife-beating as justified. One can only hope that the campaign succeeds in jolting its target audience into considering an alternate point of view.
Learn more about Save Our Sisters, an initiative of Save the Children India