Ogilvy and Mather in the US has launched a powerful campaign with the help of vlogger Reshma, in order to end the sale of concentrated acid in India.
The ad starts like any normal make-up tutorial with Reshma teaching watchers how to create the perfect red lip, however she then goes on to explain that much like red lipstick, it is very easy to obtain acid in an Indian marketplace, which rather than being used to clean is being used to attack people in India, predominantly women.
Reshma outlines in the video that because acid is readily available that's why “That's the reason why every day a girl becomes a victim of an acid attack.”
Right from the outset it is clear that this is not a regular tutorial video, with Reshma clearly being an acid attack survivor.
In the video she urges people to sign a petition to end the sale of acid, with the petition already gaining over 90,000 signatures.
Watch the powerful spot for yourself and tell us what you think.
