#ForASister: Subjective approach towards India's most famous cuss word

PostPickle published a DVC on their Facebook and Twitter page with use of #ForASister. This short film encourages brothers to take a pledge on their website promising to give their sisters this unique gift.

Conceptualized by Oglivy & Mather the campaign is aimed at discouraging people from using the word that may have hurt sentiments of sisters around.With Raksha Bandhan in sight, #ForASister highlights the gory side of the sister cussing word used as a compliment, exclamation and sometimes also a question.

The kind of response received is mostly positive.  With the concept revolving around the relationship of siblings, it has been retweeted by sisters and how they like the idea too. #ForASister Hashtag has been used for this activity on Facebook and Twitter.

You won’t believe what these girls had to say after they watched the #ForASister video. Have you seen it yet? http://t.co/KKgoh7nJVy

— Postpickle (@postpickle) August 25, 2015

#ForASister - The Gift She Deserves http://t.co/mVBvKas9Dk Whoa... simple and powerful Rakhi wish from a sis! #ogilvy & Piyush, of course :) — Karthik Srinivasan (@beastoftraal) August 24, 2015

The subtle O & M style strikes immediately in the video, with an immediate déjà vu to lesbian ad for Myntra.

The film however, is subjective and there may be a difference of opinion. Bhen**** has evolved to be more than an expletive, sometimes not even remotely connected to the word's literal meaning. Nonetheless, it is a considerate effort towards the young generation, who could take inspiration and steer clear from the habit.