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New ad campaign against domestic abuse features bruised goddesses

A viral advertisement campaign that aims to increase awareness about domestic abuse in the country depict images of bruised godesses like Lakshmi, Durga and Saraswati.

The shots show the goddesses in their typically serene yet powerful poses , but their faces betray tell-tale signs of abuse - a cut lip, a cut cheek or a bruised chin.

One of the ads that was part of the Taproot agency campaign. Image courtesy Facebook

One of the ads that was part of the Taproot agency campaign. Image courtesy Facebook

"Pray that we never see this day. Today more than 68% of women in India are victims of domestic violence. Tomorrow it seems like no woman shall be spared. Not even the ones we pray too," says the text under the images.

The ads have been issued for the Save Our Sisters initiative by Save the Children India NGO. They also include a helpline number.

The ads were conceptualised and executed by Taproot advertising agency and won the firm a 'Lotus' award in March.

Check out the images here.

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