In order to spread awareness about domestic violence, Life OK's drama series on domestic violence, Saubhagyavati Bhavo has associated with Breakthrough's Bell Bajao initiative. The first consumer engagement campaign of this association, has received an astounding response from the viewers with over 63000 calls in the first five days since its launch on March 10, 2012.
A majority of married women in India experience domestic violence and the United Nation Population Fund Report puts that number at around two-thirds. It estimates as many as 70 per cent of married women in the country between the age of 15 and 49 are victims of beating, rape or forced sex.
The Viewer Calling Campaign of this joint initiative between Life Ok's Saubhagyavati Bhavo and Breakthrough's Bell Bajao has received a tremendous response from viewers across the country. More importantly, it is not just the female audience that has taken part in this campaign, but a fairly large number of calls have been from men. While a few responses have suggested Jhanvi to still stay with Viraj, the rest suggest various steps that Jhanvi could take to escape from Viraj, including – filing a case against Viraj, speaking to her parents about the issue and asking them to intervene, getting Viraj to do his medical treatment, amongst many more. With viewers calling in from almost every State in the country in just the first phase, the campaign is sure to be successful in bringing about some change in tackling this social issue.
One of the most predominant social issues in India today is domestic violence which cuts across various socio-economic backgrounds. The very first campaign by Life Ok's Saubhagyavati Bhava and Bell Bajao has garnered over 1,95,000 calls from viewers. Since the aim of this association was to spread awareness on this very issue, such phenomenal response to this campaign is very encouraging.
Taking this campaign further, Life Ok and Bell Bajao will jointly host 'awareness camps' to educate people about domestic violence and its impact on society. In addition, Life Ok will use Breakthrough's resources to train people from diverse backgrounds and communities (such as youth from marginalized backgrounds, local leaders and opinion makers, service providers, staff of government agencies, teachers, health workers) to convey knowledge, share ideas and to reshape individuals. The footprint of this initiative is spread across 7 districts in Uttar Pradesh and 5 districts in Delhi and Karnataka.
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
/afaqs/media/media_files/2025/06/04/EpynvltnJCH3tkcVgk1z.jpg)
/afaqs/media/post_attachments/c2e1b3b3d829d709f6c02954e3973fbd88ae52f8f7d58ee5a9673da71aed3399.jpg)