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#THEWORSTITEMNUMBER

BOOT POLISSH FILMS, Mumbai / ANGELS CLINIC / 2016

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Overview

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Credits

Overview

Background

‘Angels Clinic’ has been associated with pioneering work models in the area of

child psychology and counselling. They were keen to create a campaign that

would break the social conditioning gripping India, as people find it an acceptable

practice to expose children to unregulated adult content in the form of ‘Item

Numbers’ in Bollywood.

Description

Item Numbers are Bollywood music videos made with raunchy visuals and vulgar

lyrics objectifying and degrading women to promote movies.

We shot a film, much like a typical Item Number in Bollywood using a track of a

famous Item Number. But, with a disturbing twist.

It featured young boys mimicking what adult men do in these videos.

The conclusion of the film led the viewers to a petition page on Change.org where

they could sign the petition to ‘Re-grade Item Numbers’.

Execution

We bought a famous Item Number song and shot a typical video. But, with a

disturbing twist.

It featured young boys mimicking what adult men do in these videos.

The film was released on YouTube on 30 th April, 2016 and followed up by a post

on Facebook.

The conclusion of the film led the viewers to a petition page on Change.org where

they could sign the petition to ‘Re-grade Item Numbers’.

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