Love Matters India is launching its first Intimate Partner Violence (IPV) film “Kya Yahi Pyar Hai” in Delhi and Mumbai on the 17th June 2017 to break the taboos on controlling relationships among young unmarried couples of all genders in India. The launch will be preceded by a panel discussion attended by key activists, academicians and bloggers.
The film ‘Kya Yahi Pyar Hai’ will be India’s first virtual reality film which will use interactive technology to narrate a powerful story and connect with young people. The short film has been Co- directed by Gayatri Parameswaran from NoWhereMedia and conceptualized and produced by Love Matters India / RNW Media.
Conceptually, the campaign idea ‘Kya Yahi Pyar hai’ was designed by Love Matters India to generate awareness against controlling relationships that are seen and understood by the young people as caring ones, reiterated by the popular culture. Intimate Partner Violence or IPV is a type of violence that occurs specifically in unmarried couples in India, mostly directed against women. Social norms are identified as the dominant drivers for IPV in India. However, there is a high level of reluctance from both men and women victims to seek external assistance in dealing with IPV. The campaign’s strategy will contribute towards Love Matters’ impact of ‘Young people claim their right to a respectful, loving, healthy and satisfying relationships’.
Speaking on the above initiative Vithika Yadav, Head of Love Matters India said” The idea of this campaign is to help young people / unmarried couples realize the difference between care and control. Very often controlling behavior is confused as caring behavior by young people. Talk about being possessive, having control over your partner’s choices, whereabouts etc. are some of the very common signs of what could be an abusive relationship. Unfortunately, popular culture often normalizes this controlling behavior as love. By integrating technology creatively in the work we do, we aim to connect more with our young target audience by enabling them to get a realistic immersive experience of what is intimate partner violence.”
Expressing her views on the sensitive subject the Director of the film, Gayatri Parameswaran said, “Intimate partner violence is a very sensitive issue. I feel like almost everyone I know has faced some kind of abuse and control issues in their relationships. I have struggled with it myself. But growing up I really didn’t know where to go to get information or guidance on this. I am so happy that I could do this 360 video campaign for Love Matters. I hope it helps youngsters in identifying abuse in relationships.”
As part of this campaign Love Matters India has partnered with Social Offline in Delhi and Mumbai, a chain of pubs/ restaurants, to install 360 film viewing booth with VR headsets. The Delhi Metro will also have film viewing booths set up across 10 metro stations in Delhi for 10 days. The launch will be kickstarted by a Panel discussion on the topic “Control and Care in popular Culture in India” followed by the screening of the film.
Delhi – Social Hauz Khas (12 PM to 8 PM) , 17th June 2017
Mumbai – Social Khar, (12 PM to 5 PM),17th June 2017
Delhi Metro Stations as a part of CSR activity with DMRC: 21 – 30 June 2017
Join the main event page for more information: Click HERE
Entry is free but registration is required. Register: HERE