Weekend Watch: AJIO.COM, #NotWhatIWear

Phantom Ideas, Bangalore has launched a campaign for fashion e-commerce venture brand Ajio.com. The video supports the women in this country who have had to bear the blame for someone else’s crime.

The campaign is based on the insight that women are invariably blamed for inciting the violence upon themselves – because of the way she was dressed at the time of the incident. The #NotWhatIWear launch video brings to life the idea, through a visual device, where models walk down the ramp in cardboard boxes with lines that say – “I’m wearing a little black dress. Is that a crime?” and so on.