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Newest Tools in India's Culture Wars:

Facebook and Pink Underwear
How Digitally Savvy Indians Are Fighting the 'Talibanization' of Their Country
Posted by Sourabh Mishra on 02.12.09 @ 10:39 AM

Like 17

Creativity editors analyze what work broke

The word "chaddi," which means underwear in a couple of Indian languages,
through and why
has become a potent symbol of protest in its pink avatar by a section of
young online Indians against what is increasingly being seen as the
RELATED CONTENT
"Talibanization" of India.
How Digital Marketing Can Move the Masses
in India
Sourabh Mishra Right-wing Hindu organizations have, over the last few years, taken on the
India Bites Back at 'Slumdog'
role of moral authority, policing against what they perceive to be activities
India Learns the Dark Side of Free Markets
going against the grain of Indian and Hindu culture. This moral policing often takes on the form No Real Recession in India, but Consumers
of vigilantism, which is a sure-fire recipe for media coverage. They typically target young couples Are Changing Behavior
in parks and beaches, and the smaller shops selling Valentine's Day-related merchandise. They More...
physically intimidate these soft-target victims, usually after giving sufficient notice to the press
and TV channels, to ensure that the cameras are there to put them in the news.

The latest such incident took place on Jan. 24. Hooligans claiming to be from a little known right-
wing Hindu outfit called Shri Ram Sena attacked a pub in the coastal city of Mangalore and
mercilessly beat up the young men and women spending a Saturday afternoon there. See a
news story here.
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The usual expressions of outrage happened with politicians and other similar creatures getting Globes (Israel)
their own shot at instant media fame, giving their party-appropriate soundbites. And that would
Marketing (Canada)
have been the end of it.
Meio & Mensagem (Brazil)
But the age of Facebook activism has now dawned. A bunch of agitated people, mainly women,
created a group called "A Consortium of Pub-going, Loose and Forward Women" and launched Modern Advertising (China)
the "pink chaddi campaign," which exhorts everyone to send the Ram Sena a pink chaddi on
Valentine's Day, "because chaddis are forever."
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At the time of writing, it had about 8,000 members, increasing by
World's Hottest Brands
the minute. The mainstream media has also picked this up, with the
Times of India carrying the story on its front page. Another
Facebook group based on this premise is "Kamasutra Day -- A Truly
Indian Cultural Event."

The silent Indian minority seems to be finding a platform in

Facebook to voice its opinion and it will be interesting to see if this
becomes more than a passing fad. I am personally loving it and am
hoping that this fringe activism soon metamorphoses into a full-
blown movement.

Viva la Pink Chaddis!

An image posted on
Facebook

7 Comments Sort by Date | Popularity

By kaustavdas | Bangalore February 13, 2009 08:24:42 am:

Neat..isn't this a live example of what you guys at TBWA call Media Arts and what we at Publicis
call Contagious Ideas..:)

Ad Age Insights Global Report on 30 Brands

Connecting With Consumers on a Worldwide,
By paynetaylor | ANDOVER, MA February 13, 2009 10:38:17 am: Regional and Local Level.
MORE
This may be fun and games for Facebook aficionados and trendy advertising metrogeeks, but it
underscores something far more perfidious -- the exponential growth of worldwide rightist
DATACENTER
radicalism. U.S. evangelicals, from James Dobson to Rick Warren, Islamic extremists, Talibanis of
various stripes are actually more united than one may think; the aim of all their ideologies and Top 100 Global Marketers: From No. 1
beliefs is essentially the same, the dissolution of Western liberalism, particularly in the sphere of P&G Co. to No. 100 Abbott
social mores. So, cool Facebook widgetry and cute marketing phrases like "viral transmittance" The Global 100 ranked by worldwide media
spending. Also, "The Dots:" Multinational
notwithstanding, don't think that this new age tent show revival has no possibility of coming
agency networks and their global client
soon to a park or a school or an office or a home near you. Just know that when it does, the assignments
vigilante chorus won't be persuading, cajoling, or asking anyone anything. They'll just be laying
down the law.
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Website and Newsletter
Find profiles of marketers who have found
By jayanth2811 | Chennai February 13, 2009 11:30:18 am: success in China, spotlights on hot marketing
campaigns, plus all the latest news, consumer
The most amazing part of it all, as I see it is, the online groups actually take shape in the real insights and market trends in the growing
world. Commendable. market.

A bunch of completely unrelated strangers ganging up on a networking site is one. But the same MOST READ MOST E-MAILED
bunch of people taking time off from work and studies to make their voices heard in the real
1. Wired's Boobs Cover, James Frey's
world is totally bizarre (in a good way, that is). Onerous Terms and Facebook's Defense
2. The Long, Sad Story of Ask.com
One more example of social networking playing a big part in youth and youth led initiatives was 3. How Apple Found Its Groove In Social
when a couple of students from a Mumbai college started the iVote campaign - spreading Video
awareness about the importance of voting among college students. It is but undeniable that the 4. Aegis Reports 9.7% Revenue Growth
Through September
participation of students in the Indian political scenario has been, over the years, pitiable.
5. Is Cindy McCain the Real Maverick in the
Family?
The success of that campaign itself depended greatly on its own awareness among the college
students. And thanks to facebook, the word spread far and wide, even to Non-Mumbai residents
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like me.
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But whether the 'e-gen' way to garner support is a double edged sword or not, is something, like Strong First Half 2010
always, only time will reveal.

By kjottyiet | Bangalore February 14, 2009 09:16:34 am: More

Sure, platforms like Facebook are allowing completely unconnected people to connect up and
Making Sense of Video Impressions in the
come together for a cause. Could brands like Jockey and Vanity Fair have ridden the Pink Chaddi Era of Syndication
bandwagon to fan the flames of passion.

By Rajesh | Mumbai February 15, 2009 02:57:16 am: MORE

I agree. This is the most refreshingly original response one has witnessed in years. More power
to Facebook and the Internet. One worry remains: most politicians in India continue to hold the
working, outspoken, and liberal woman in contempt. And they do have a significant following.
These hoodlums will probably start a campaign against social networking sites and beat up
everyone who logs in. It's the Age of Intolerance. But fight back we must.

By mad8343 | LAS VEGAS, NV February 17, 2009 11:35:34 am:

I just read your article on Chaddi Day and thank you for bringing that news. I am a 47 year old
American woman who's had the honor and privilege to do business in India. It has left me with a
deep love of the country and the people within it. Resilience is one word that comes to mind,
kindness and understanding as well. But deep in there is a distinct sense of independence and a
love of the democracy that you fought so hard to obtain. I love how Indians use that!

The Chaddi campaign left a smile on my face as I joined. Long live freedom!

Thank you for bringing it to my attention, I've shared it with my other India loving friends.

Sincerely,
Margaret A. De Young Las Vegas, NV

By strieflerf | los angeles, CA February 17, 2009 12:50:33 pm:

What a beautiful and effective example of netroots (political activism organized through social
media) approach and how online communities are about shared passion (not shared zip codes).
Paired with citizen journalism, it has the power to unmask social issues and to travel fast and far
to force cultural change.
As a marketer I salute the idea as being artful in its approach and understanding how people live
& digest social media to leverage its full potential with clicks leading to real world action.

Viva la Pink Chaddis!

- Frank Striefler
TBWAMEDIA ARTS LAB

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