Did we anticipate the response we got? No. Within a day of starting the campaign we had 500 odd members. In a week we hit 40,000. From Puerto Rico to Singapore, from Chennai to Ahmedabad, from Guwahati to Amritsar, people wrote to us, how do I send my chaddis? But by then the campaign had gone offline. Elderly men and women, schoolchildren, middle-aged housewives, gravelly-voiced big men from Bihar who did not quite want to say the word chaddi aloud called us. The Sene called us on the numbers we had helpfully left online demanding, “Who is your leader?” How satisfying it was to say that we had none. How satisfying that young people offered their homes as collection points, bravely allowing their addresses to be published online. How satisfying that the crazies and conspiracy theorists were outnumbered ten to one by hilarious stories. Were you the one who told us that a famous Bollywood lyricist had written a song for the gulabi chaddi? Or were you the one who sent us the Amul ads featuring the pink chaddi? Or were you one of the Mumbai housewives gravely posing with underwear? Or the biker who created a miniature pink chaddi to tie on your handlebars?
Saturday, February 28, 2009
Nisha Susan on the Pink Chaddi campaign
Posted by Abi. Posted at 9:17 AM