Bollywood songs use pulsating beats and melodies to disguise lyrics. As a result, offensive lyrics have stopped mattering.

Our spot strategically plays after the listener has heard a particular song. It is designed in a way that puts the listener in the same situation as the actress in the original song. Using the lyrics of the Hindi song in English, thereby disrupting the routine listening experience and catching unsuspecting listeners by surprise. Now that the listener’s attention has been innovatively drawn to the lewd lyrics, he is asked to let Bollywood know this is #NotMusicToMyEars.

Bollywood music is the India’s most popular genre of music. For decades, it has had a telling influence, especially on the country’s youth. In the recent past however, lewd lyrics have become a regular feature of songs even in big banner productions. But because they are masked by soul-stirring melodies, they have stopped mattering. Leading to the normalization of women being objectified under the guise of playful song-dance routines.

So popular are these numbers, they are played at social gatherings and sung by children on nationally televised singing contestants.

V/O:

You’re at a party.

A man walks up and compliments you on your beautiful brown skin.

He says, it’s made him forget his fetish for the fair-skinned girls.

How many kisses are you going to run from? he asks.

Come, be my whore.

Can you imagine a man speaking to you that way?

He did. In the song you just heard.

Let Bollywood know it’s not okay. Tweet with #NotMusicToMyEars.