Shine OnHaunting domestic violence ads in India feature abused Hindu goddesses
Three award-winning domestic violence ads in India show powerful images of Hindu goddesses Lakshmi, Durga and Saraswati with cuts and bruises.
The public service ads, created by Save Our Sisters charity, serve as a stark reminder about the devastation caused by domestic violence and sexual trafficking in a country recently plagued by "gang rape culture," spurred by the fatal gang rape of a 23-year-old student on a Delhi bus last December.
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The text accompanying the ads reads: "Pray that we never see this day. Today, more than 68 per cent 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."
A phone number for the charity is provided to report abuse.
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The Abused Goddesses ad series, produced by marketing agency Tarproot India, has won several country awards at various festivals, including the Lotus award in March. The images were created by blending traditional hand-painted Indian art with modern-day photography using real models.
According to BBC, a woman is raped in Delhi every 14 hours. Last year, 244,270 crimes against women were reported in India, though the number of unreported incidents is believed to be much higher.
