The M Word
Colorism is the unjust or preferred treatment towards people within
the same race based on skin color.
Colorism, in general, has been looked at. But not the colorism that divides India.
There is a common belief among Indians that all South Indians are dark- skinned
and all North Indians are fair.
With this in mind, I aimed to empower the South Indians to be proud of their skin
color and not feel minor to the North Indians just because their skin is dark.
The solution was to launch a campaign named ‘The M Word’ launched by
Women of Worth (WOW), an NGO company in India.
The famous South Indian actor Rajnikanth is the voice of the campaign.
He is famous for his stunt scenes and unique style of dialogue delivery.
The Design outputs include-
- Press Kit box with
promotional material.
- A Booklet
- T-shirts (3 designs)
- An animated teaser (It will be
- T-shirts (3 designs)
- An animated teaser (It will be
promoted on Instagram reels).
