Love Matters: #NotMusicToMyEars

RNW Media, a multimedia non-governmental organisation in the Netherlands, introduced #NotMusicToMyEars in India as part of its Love Matters programme to show young Indian men the sexism in Bollywood song lyrics.

Agency: OgilvyOne Worldwide

Product Description

Love Matters is a global youth programme, under RNW Media, that fights gender-inequality. The organisation wanted to address Bollywood's unwitting propagation of sexism through lyrics of their songs.Target market: The Indian youth, since Bollywood was their favourite music genre and had the biggest influence on their behaviour and psyche.Objective: To get Bollywood to take a stand against including demeaning lyrics in its songs.

Campaign Background

Decades of conditioning had immunized audiences to demeaning Bollywood lyrics that objectify women and perpetuate gender violence. Love Matters sought to address this, by shocking...

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