MTV release its new brand campaign ‘Bewakoof Mat Bano’on forth of the nation celebrating its 72nd republic day on January 26th this year. The channel launches this as a republic day reminder and believes this the right time to release its new campaign, which embraces multitudinous social values. As the name implies this crusade aims at making people aware not to get fooled by virtuous beliefs and power that appear to be right. The campaign devolves the value of protecting our democratic basics and human rights rather than blindly following the supremacy.
The film centered on two men divided by the axioms and powers of the society. The ad portrays the story of a masseur and his client, who later become the victim of the other. The advertisement begins with the conversation between two persons, one believing the other blindly and pretends to be living in a sheltered frontier. As the story progresses, the masseur started to take advantage of this situation and began to injure the other. The ad ends in a situation where the masseur acts upon his impulse and impose all the filthy undertakings which left the other powerless. The client itself lays as the ground for the other to act, and his ignorance paved the way for his miserable fate.
This campaign is of utmost importance in this milieu of ever-evolving cultural and social fabrics. This is a revolutionary ad that truly demonstrates the static society in the past, where people had no right to open their mouths against injustice and the autocracies of the rulers. The insignificance and ignorance of the downtrodden persist even though we achieved freedom 72 years back. It is high time that we raise our hands against these social evils. The campaign is a wake-up call to everyone who is in oblivion towards the rights and democratic powers.
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