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Article 15 is a gripping, critically acclaimed Hindi film that highlights caste discrimination prevalent in rural India. The film was being premiered for the very first time on Indian television, with a worldwide telecast on &Pictures HD.
In order to bring awareness to the premiere, we came up with the hashtag #BurnTheBhedBhaav. This included some 10-second thumbstopper skits showing people 'burning' the bhed bhaav (caste discrimination) through small, kind gestures.
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