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This campaign by India based, anti-sex trafficking NGO Save Our Sisters, caught my eye. In a country which makes global headlines for revering women as goddesses, and also for brutalizing them –the pictures curiously fit– reflecting the extremes that make this a country of maximum paradoxes.  NOTE: No women were hurt in the making of these ads. Its make-up. It gets it’s point across. Effective, shocking, exotic, even erotic. Daring to mar the sanctity of that which is revered and worshipped. Showing the beast that lurks just under the surface in all of us. Stirred to life by beauty being – what it is – symbolizing everything that is clean, pure, sacred. Coming together in one place. Bound to win awards for ad agency Taproot.

Durga – the invincible goddess

Saraswati – the Goddess of Wisdom & Learning


My namesake – Goddess Lakshmi, the goddess of fortune and wealth. Not very fortunate here.


It’s outright shocking so does cut through and catch your eye. Definitely will evoke protests in India by various groups since it desecrates that which is held holy by religion. But effective. Do you agree? 
Laxmi Hariharan - Exhale

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Laxmi Hariharan - Exhale

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