Amanté

In both a national and global context where the rates of domestic violence against women are consistently soaring (according to the United Nations Population Fund Report, more 55 percent of women living in India face violence within the home), awareness campaigns and messages which seek to address this particular manifestation of gender-based violence are incredibly pertinent. Calling on women to recognise that they are not alone in what they experience, and highlighting the ways in which this violence manifests itself and affects other facets of a woman’s life are key components of such outreach.

"Suffocation is the worst kind of abuse"

"It always starts with the little nicks and cuts"

"Respect the space you really deserve"

"How much longer will you adjust?"

These taglines, part of a far-reaching poster campaign, seem to fit the bill. Or they would, if violence against women were their subject. In fact, they’re being used to sell bras.