BETI 4.0

BETI 4.0 acts like a guide for all Indian women young or old, traditional or modern to rebel and take charge. A campaign designed for south-asian women asking them to question and recognise the patterns and micro-aggressions at home early on, rebel/act un-sanskari(rebellious) and question everything, giving rise to the next generation of BETIS(daughters)! The campaign is extended by a set of bold, rebellious objects placed in plain sight, challenging traditional notions of how Indian women are supposed to look, behave or live. Creative Direction: Kanaka Raghavan Design: Kanaka Raghavan Typefaces: Systhemesc, Dharma Gothic, New Spirit