Untangling the Politics of Hair: Hair, Art, and Activism
On June 20, 2023, the campaign ‘Untangling the Politics of Hair’ was awarded a prestigious Gold Lion in the Industry Craft Lions category at the 70th Cannes Lions International Festival of Creativity.
This remarkable campaign, produced by FCB India for STIR, was conceptualized by the talented duo Rohit Chawla and Swati Bhattacharya. It not only dazzled festival attendees but also ignited critical conversations surrounding the Mahsa Amini protests in Iran.
A Campaign with a Cause
The Cannes Lions Festival, held from June 19-23, served as a global platform for creative excellence, and Untangling the Politics of Hair stood out for its poignant message. This campaign effectively used art and journalism to spotlight the protests that erupted following the tragic death of 22-year-old Mahsa Amini, who lost her life after being arrested over a strand of hair escaping her hijab.
With support from UN Resident Coordinator in India, Shombi Sharp, this campaign has exemplified how art can serve as a powerful medium for social change. Amit Gupta, Founder and Editor-in-Chief of STIR, expressed gratitude for the recognition, emphasizing the campaign’s role in challenging societal norms.
The Power of Art and Solidarity
Hair and Her, an exhibition showcased at the India Art Fair 2023, was the birthplace of this impactful campaign. It featured haunting visuals that depicted the struggle women face due to patriarchal standards of hair-grooming. The thought-provoking video, produced by Veneet Raj Bagga and Onions Creative Media, featured a poignant Bengali song that articulated the silent cries of women bound by societal expectations.
This artwork didn’t just aim to be seen; it urged viewers to engage. Attendees were invited to leave a lock of their hair in a donation box, standing in solidarity with victims of what Chawla refers to as “hair apartheid.” This interactive element transformed passive viewers into active participants, further amplifying the campaign’s reach.
A Voice for the Voiceless
While world leaders often remained silent on the Mahsa Amini protests, STIR boldly chose to amplify the conversation. The campaign not only addressed a specific injustice but also resonated with broader issues of gender inequality and the societal pressures surrounding women’s appearances.
Rohit Chawla poignantly noted, “Untangling the Politics of Hair doesn’t just provoke you to see the work, but provokes you to do something about it.” This rallying cry encapsulates the essence of the campaign, encouraging audiences to move beyond mere observation and engage in meaningful action.
A Collaborative Triumph
The campaign’s success reflects a powerful collaboration among creatives united by shared values. As Swati Bhattacharya remarked, “This is a testament to what being unfettered can achieve for all of us. We fly when we’re unfettered.” The acknowledgment of diverse voices in the realms of art, design, and journalism highlights the importance of creating inclusive spaces for dialogue and understanding.
In conclusion, the Untangling the Politics of Hair campaign serves as a striking reminder of the intersection between art and activism. It showcases how creative initiatives can spark crucial conversations and mobilize public solidarity. With its recent recognition at Cannes Lions 2023, this campaign is set to inspire future endeavors that challenge the status quo and amplify the voices of the marginalized.
This campaign is about:
Cannes Lions 2023, Untangling the Politics of Hair, Mahsa Amini protests, FCB India, STIR, Rohit Chawla, Swati Bhattacharya, Art and Activism, Gender Equality, India Art Fair 2023.
