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‘Macchar Hai, Mehman Nahi’: Swati Bhattacharya gives ‘Atithi Devo Bhava’ a Goodknight twist
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‘Macchar Hai, Mehman Nahi’: Swati Bhattacharya gives ‘Atithi Devo Bhava’ a Goodknight twist
Delhi: In India, guests are considered gods. Doors are always open, and women are often seen as the custodians of this tradition. But Swati Bhattacharya’s “Macchar Hai, Mehman Nahi” campaign for Godrej Consumer Products’ GoodKnight flips that script. The campaign aims to drive behavioural change by challenging the age-old belief of “Atithi Devo Bhava” (guests are god). Here, women do not welcome; they refuse. Because this time, the guest is not …
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