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Pyaar Ke Rang (First Cut) by Swarathma for Bell Bajao!

Bell Bajao!, the mass media cum grassroots campaign by Breakthrough took the country by a ‘rigga ding dong’ storm with its simplistic, catchy and effective method to interrupt domestic violence in their PSA advertisements, that won the Silver Lion in the Cannes Advertising Awards in 2010. Inspired by these ads, several have rung the bell making excuses like asking for sugar or looking for their lost puppy. Even more (men & women) have been empowered due to the community mobilization work by Breakthrough in some backward communities in the districts of Uttar Pradesh and Karnataka.

The USP of this campaign and Breakthrough’s style and approach is their effective utilization of pop culture tools like street theater, puppet shows, folk art dance forms like Yakshagana and of course, MUSIC! As a matter of fact, Breakthrough earned its earliest recognition in the year 2000 with the release of the music album and video, Mann ke Manjeere, that was created in partnership with Prasoon Joshi, Shantanu Moitra, Shubha Mudgal, Soojit Sircar and Prasoon Pandey. An album about women’s dreams, it drew significant public attention to the issue of domestic abuse in India.

This time around, they have the Indian folk rock band, Swarathma, who travelled with the Breakthrough video van in rural Karnataka. Check out the hues, colors and excitement of the ‘band with the van’ in this music video and song by Swarathma titled, ‘Pyaar Ke Rang’.

 


You can currently catch the video van on the streets of New Delhi from 21st of February to 8th March, 2011. For details, log on to www.bellbajao.org
(Guest post contributed by Bell Bajao)

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