The increasing incidents of sexual violence and brutality against women in particular are a serious cause of worry for the entire country. Post the Delhi rape incident, Farhan channeled his anger in the form of a poem called 'What is this country that I live in'. The poem garnered tremendous reactions. Amongst the sea of calls Farhan received, an idea was born with Tarun Chauhan, creative director of JWT and Atul Kasbekar of Bling. The trio came together and created a platform called MARD.
Speaking on this exclusive partnership, Mukesh Bansal, Co-Founder and CEO, Myntra said, “We believe that the India of tomorrow lies with the youth of today. Social awareness campaigns such as MARD are extremely impactful to educate and change the attitudes of people. We are really excited to be the chosen partner to support such an important cause with Farhan. With the launch of MARD T-shirts on Myntra.com, we want to help spread awareness to a wider audience and encourage our shoppers to stand up for the cause.”
“What is lacking in our society today is basic respect for women which leads to crimes such as rape and gender discrimination. With this campaign, we want to spread awareness across people of all age groups, socio-economic status and educational institutions. Our partnership with Myntra.com to market MARD t-shirts online will help connect with a larger audience and drive home the message that a MARD is he who stands for equality, respect and compassion” said noted actor and film maker Farhan Akhtar.
Taking the MARD initiative one notch higher, Farhan Akhtar attended the IPL Match between Kolkata Knight Riders and King’s XI Punjab on 26th April 2013. Post the toss, Farhan recited the ‘MARD’ poem (composed by Javed Akhtar). The poem was also recited in Bengali, by leading Indian playback singer, Shaan.
The initiative got a fantastic applause from the audiences who were also seen sporting the mustache on grounds. Preity Zinta was also present at the match and was heartily supporting the initiative.
Myntra.com is among the leading e-commerce platforms in India for fashion and lifestyle products. Myntra.com has partnered with over 500 leading fashion and lifestyle brands in the country such as Nike, Adidas, Puma, Lee, Levis, Arrow, Biba, FabIndia, Timberland, CAT, US Polo and the likes to offer a wide range in latest branded fashion and lifestyle wear. With the largest in-season product catalogue, 100% authentic products, cash on delivery and 30 day return policy, Myntra.com is today the preferred shopping destination in India.
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