Get out of a woman’s hair
It is not every-day that one sees a woman walking into a beauty parlour and asking her long hair to be chopped off. The ones doing so are woman who want to have a happy change in their look. But a recent commercial from Bangladesh highlights an extremely different reason. Without any sort of product placement, Jui hair oil highlights the pertinent issue of domestic violence.
The irony in the commercial is extremely vivid when a young bride walks out and then a lady with beautiful long hair walks in. She asks the beauty attendant to cut her hair short. The attendant is a bit puzzled with the lady asking her to chop off her hair even shorter. The message of the commercial ends powerfully. The lady asks the attendant to cut off her hair in a manner so that no one can ever again brunch it up and hold it to ‘keep her in her place’ while abusing her.
Beautiful hair is considered to be the pride of a woman. So why use it against her and threaten her very existence? This poignant and tearful message regarding the need to speak up against domestic violence ends with a toll free number for those suffering from domestic violence.
This is not the first attempt at highlighting the issue of domestic violence. In India, domestic violence is considered to be an internal family matter. Hence, like marital rape, it is talked about only within the four walls of a home, if ever.
But the PSA’s Ghanti bajao, was a noble initiative that urged people to not be silent spectators to domestic violence. The idea was to tell people that no sort of abuse against women is tolerable. Does not matter from a stranger or a family member.