【Western Archives】

Gender inequality has been a subject of much debate and Western Archivesdiscourse in India. While the country's popular arts and entertainment tend to reinforce gender stereotypes, some socially-conscious advertising of late has managed to break the clutter.

One such example is the #UnGender series by ELLE India.

In partnership with WEvolve, a global campaign that brings men and women together to address gender inequality using art and media, it has released a video that subtly captures the daily struggles of Indian women in a gender-unequal society.

Indian women have been conditioned to cover up their bodies because they are perennially subjected to the prying eyes of men.

As a result, even while conducting their routine life, they're supposed to be prim and proper. The video interjects this oppressive school of thought with a powerful message of Let Her Be. And indeed, it's high time that society just lets her be!

An interesting banter ensued after theELLE Indiaeditor tweeted the video.

WEvolve was launched by the World Bank in 2015 to "address gender-based violence through creative industries." It is also backed by UN Women which has roped in India-specific cultural ambassadors.

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