In a country where child marriages are common, this campaign decided to shock the very audience that celebrates weddings like no tomorrow, at the most awaited Bridal Show of the season. Our idea was simple:

NOT ALL WEDDINGS ARE MEANT TO BE CELEBRATED.

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Amongst the supermodels embellished in heavy bridal outfits, the showstopper was a small girl who walked the ramp wearing a public uniform with the same embellishments, and a jewelry item called the 'Nath' (a nose ring) which has the cultural significance of a virgin bride to be deflowered. The audience fell silent and within seconds of grasping the idea behind this stunt, social media flared up with images of the young girl. The campaign's success created an uproar and made it illegal to marry any girl under 18 in the country.