VogueEmpower - Start with the boys / Boys don't cry - (2014) 2:00 (India)

This film by Vinil Mathew starring Madhuri Dixit for VogueEmpower #StartWithTheBoys tackles the issue of domestic violence from a different perspective. We watch baby boys, raised all their lives to not cry with the phrase "boys don't cry". Cut off from expressing feelings of joy, frustration and fear through tears, is emotionally stunting and can lead to bottling up feelings and dysfunctional behaviour. There is nothing wrong with crying, but making someone cry is wrong. The story arch is well done, and the scene of the crying kindergarden boy was hard for me to watch, poor little guy. It's a refreshing angle in the domestic violence PSA category, so kudos to VOGUE India for trying something new.

Client: VOGUE India
Director : Vinil Mathew
Producer: Alex Kuruvilla, Managing Director, Conde Nast India
Principal talent: Madhuri Dixit