The brief was to make people aware of the problem at hand: the menace to the society that is domestic violence.

The typical old traditional posters are seen and worshipped in almost every India house, hence we decided to choose something that the TG is well aware of. Usually Indian people are great believers in God, they do have a great faith in God, hence we decided to choose this medium to communicate the message, created the whole imagery of the old poster art using real life people, props, etc. We painted them the way one has seen the props and ambiance around the God, we painted every little thing on the set to give the painted feel to the whole design.

It caught attention in the first insertion. As expected it did create a controversy - a few got the message, others couldn't handle it, females really felt proud of this campaign – we received a lot of mail from females with thanking gestures.