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Blaming a woman has almost become a reflex. From films to viral pop culture moments, something goes wrong and somehow, a woman is always at the centre of it. We've laughed at it, scrolled past it but never really questioned it.
So this Women's Day, Tata Capital decided to rather hold up a mirror.
But how do you make people notice a bias so deeply embedded in culture that it has become invisible?
We wanted everyone’s attention to this topic, so we created a melody. Together with Grammy-nominated composer Raghav Mehta, we created a musical film built around one uncomfortably catchy line: "In every tale, it has to be a female." A rhyme that started conversations. A hook that, once heard, couldn't be unheard.
Our execution included:
- A full musical film that wrapped a sharp cultural critique inside something people actually wanted to watch.
- Collaborations with powerful voices - Taba Reema, Mahashweta Burma, Anjana Bapat and more, who gave the message both credibility and reach.
- An open conversation that spread beyond the film, pulling in influencers and creators who recognised the pattern and couldn't stay silent.
The campaign didn't just perform. It resonated:
- 126M+ views and 1M+ likes on Instagram
- 67M+ views and 181K+ likes on Facebook
- 193M+ combined views across platforms
- Widespread organic amplification through creator and influencer conversation
Most importantly, it made people pause. Question. Reflect. That's the rarest result any campaign can claim.
The Key Takeaway
The most powerful campaigns don't just sell. They say something that always needed to be said. #StopBlamingHer worked because it wrapped an uncomfortable truth inside an unforgettable melody and trusted the audience to carry it forward.
If you want your brand to lead conversations that matter, reach out to us at bd@schbang.com.
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