ADK Fortune and Vikalp Women’s Group Fight Silent Pandemic of Domestic Abuse

The painful and harsh reality stares us all in the face. Domestic violence cases helplines had been buzzing across the country ever since the lockdown was announced. Helpless and vulnerable people were seeking urgent and desperate help. 

Hoping to make a difference in the lives of countless domestic abuse survivors and reassure them that they are not alone in these troubled times, ADK Fortune, a WPP company and part of Wunderman Thompson South Asia Group, decided it was time to act, now. What strengthened the agency’s resolve and propelled them into immediate action was, when a colleague narrated witnessing domestic violence in her neighbourhood.  

With an idea and unshakeable belief, ADK Fortune teamed up with renowned director Pradeep Sarkar and Vikalp Women’s Group (an NGO that works to combat domestic violence and discrimination against women) to bring attention to this burning issue. 

Proving that where there is a will there is a way, even during a lockdown, insurmountable production hassles were brushed aside by the director and his team who shot the video with his own phone. The women’s NGO were more than willing to lend their expertise and further strengthened their existing 24-hour helpline.

A completely on the spur pro bono effort further reached millions thanks to the generous and instant support extended by NDTV.