The right for a woman to perform her parent’s last rites were denied under Hindu religious practices. So we decided to give her the rights using the law of the land.

With the help of top Indian counsels we drafted a pre written ‘Will’. That clearly made it legally binding that a woman can perform her parent’s last rites. This will was then made available on our website ‘www.mydaughterwill.org’ for download. Making it legally impossible for anyone to take away what is rightfully hers.

The campaign kick started in the month of January with the launch of our website ‘www.mydaughterwill.org’. We then created video testimonials of actual women speaking about their experiences of being denied the rights to perform their parent’s last rites.

These videos found their way on Twitter/Facebook/YouTube and other social media platforms. Starting a conversation like never before.

Rs 36 million worth of earned media was garnered in less than 4 months.

More than 12,000 ‘Wills’ downloaded till date.

Rs 36 million worth earned media.

The testimonial videos were viewed more than 240k times organically.

4 women used their new found legal right to defy traditions and perform their parent’s last rites.