Ant-Dowry Initiatives
#NotForSale
In 2016, Shaadi.org released a digital campaign called #NotForSale to take stand against Dowry. The campaign is based upon Shaadi.com’s study on dowry and the disparity faced by women. The surveys undertaken highlighted that over 80 per cent Indian women feel dowry is the most severe form of gender disparity, and 71.2 per cent single men are more sensitive towards it as compared to married men. To address this, Shaadi.org released a video depicts Indian men of marriageable age who are, today, standing up against this social evil and urging others to do so as well. The anti-dowry monologue in the video moots the idea, ‘The end of dowry begins with you’.
Dowry Calculator
In 2015, Shaadi.com introduced the Dowry Calculator. It’s not like it sounds and that’s also what left all the tweerati buzzing. On 29th April 2015 Shaadi.com promoted a tweet from its official handle asking – “Want to know how much Dowry you’re worth?’, with a link mentioned in it. The tweet instantly caught everybody’s attention with some thinking it’s a joke while others taking offense to it. The calculator features parameters such as age, education qualification, monthly salary, profession and location to be entered by the user. Much to the user’s dismay, the result is a small (yet significant) number. It is then revealed that the figure actually represents the number of dowry deaths reported in the country between 2001 and 2012.
The Dowry Calculator initiative garnered over 70 million impressions across social media and has already been tried in over 160 countries. It received over 280 thousand page views, with an average time spent of one minute.
Angry Brides
In 2015, Shaadi.com introduced the Dowry Calculator. It’s not like it sounds and that’s also what left all the tweerati buzzing. On 29th April 2015 Shaadi.com promoted a tweet from its official handle asking – “Want to know how much Dowry you’re worth?’, with a link mentioned in it. The tweet instantly caught everybody’s attention with some thinking it’s a joke while others taking offense to it. The calculator features parameters such as age, education qualification, monthly salary, profession and location to be entered by the user. Much to the user’s dismay, the result is a small (yet significant) number. It is then revealed that the figure actually represents the number of dowry deaths reported in the country between 2001 and 2012.
The Dowry Calculator initiative garnered over 70 million impressions across social media and has already been tried in over 160 countries. It received over 280 thousand page views, with an average time spent of one minute.
