In a diverse and multilingual country like India, learning a new
language always is adrenaline pumping. However speakers of any language range
from sophisticated and civilized to uncivilized and foul. Indians, in general, are
habituated to using swear words in their communication. Every region, language
or social group has its own set of foul words which are widely prevalent among
its speakers. Some of the foul words are however common to all. These are
readily used by certain individuals, not always as a way of insulting but also
sometimes as a catharsis too. One such swear word used commonly and liberally
by Indians is ‘BEHENC@*&’
Proton Communications – a communications agency
came up with this unique idea of celebrating Raksha-Bandhan with this social message which received the
support of various celebrities. Raksha-Bandhan
is usually celebrated as the day of bonding between brothers and sisters.
The festival has become an occasion of national solidarity and state tradition.
This Raksha-Bandhan , Proton Communications through the help of various
celebrities decided to carry on various activities urging people to give up
this word. This move was supported by various Bollywood and TV celebrities,
radio stations and news channels.
Speaking on the occasion Sonu Sood said, “I wish
you a great Raksha-Bandhan ; I want a promise from all my fans to stop using
‘behen ki gaali’ and to stop other people from using it as well. Have a super
year ahead.” Actress Harshali Zine who has been a part of TV shows like Diya
Aur Baati Hum & Hitler Didi said; “Every brother gives some or the other
gifts to his sister on this day be it chocolates, mobile phone, Jewellery etc.
I urge all the brothers to stop using ‘behen ki gaali’ from this Raksha-Bandhan
. This could be one of the best gifts that you can ever give to your
sister." She was also a part of the on-ground activity for this campaign
at Andheri Station.
Singer Bhoomi Trivedi also gave out a strong
message saying “Do you guys abuse your sisters? No. Then why use ‘behen ki
gaali’. Pledge that this Raksha-Bandhan
you will stop using ‘behen ki gaali’.” Actress Vindhya Tiwari who was a
part of TV Shows like Naagin 2 and Sasural Simar Ka
said “Raksha-Bandhan strengthens the
bond of a brother-sister relationship . I want to request everyone to take a
pledge to stop using ‘behen Ki gaali’ and this could be the best gift that anyone
can give to all the sisters.” Actress Gauri Tonk who was a part of TV shows
like Kahin Kissi Roz and Ek Boond Ishq said, “A very happy Rakshabandhan to all
of you. We all love our sisters so much and can’t even bear to hear a single
word against them. If you love your sister so much then why use ‘behen ki
gaali’. I request all of you to stop using this swear word. Any word said with
aggression helps relieve anger. Let’s pledge to stop using this word.” Comic
Balraj Syal who is currently in Australia gave out this message “I wish all the
brothers celebrating the festival with their sisters and those like me who are
far off but still celebrating the festival in spirit a very happy
Raksha-Bandhan . Let’s pledge that this Raksha-Bandhan we will not use ‘behen ki gaali’ and will
motivate others also to do so.”
Actress Aashi Gaur of the TV Show ‘Bhabhiji Ghar
Par Hain’ commenting on the occasion said, “Wish you all a very happy
Raksha-Bandhan . I am asking for the
biggest gift this Raksha-Bandhan from
my brother and request all you sisters out there to do the same. Brother you
have given me everything, but this time I need a promise from you that you will
stop using ‘behen ki gaali’ yourself and also stop others from doing it.”
Actress Neha Marda said “This Raksha-Bandhan
let's take an oath to stop using ‘ behen ki gaali’ and educate everyone
else also. Wish you all a very happy Raksha
Bandhan .” Jayesh Joshi, Maha-Mantri, Business & Industries Cell,
BJP also supported the campaign and extended his full support for the noble
idea. Commenting on the occasion he said “I request all brothers to stop using
‘behen ki gaali’ and stop anyone else who uses it. This could be a real gift
for your sister. Jai Hind.” Poonam Dhillon, Jyotii Sethi, Anuritta Jha,
Nandhish Sandhu, Sakshi Pradhan, Hritu Dudani, Raju Shisatkar also extended
their support to the campaign.
Chirag
Bagaria, Business Head, Proton Communications said “We are a communications
agency and believe in giving out clear and strong messages; be it for our
clients or for the society. Our team ideated this campaign #SpeakRight and
through the help of various celebrities and on-ground activities we could get
this message across. 'Bhaiya iss Rakshabandhan Behen ki gaali dena chhod do'
was the central message that we gave out through the #SpeakRight campaign.”
Ravindra
Nayak of Corronet Innovations whose event company executed the campaign
said; “We have old relations with Proton Communications, and when they came to
us for execution of the campaign we got rolling. It was a good idea and a great
time to roll out the message. A high traffic area like Andheri station was the
perfect place for the campaign as there are a lot of footfalls of the suburban
train and metro travellers. We plan to take the #SpeakRight campaign to newer
heights going forward with more places to activate.”
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