ADK Fortune launches #roktihoonrukhtinahin campaign for Pro-ease, acknowledges selfless women in the frontline in their new film


The new campaign,# roktihoonruktinahin by ADK fortune features actor Kriti Sanon in support of women workers.

With exceptional courage, millions of female workers across India are stepping out of their homes fighting against coronavirus. Each day, they leave behind their most loved ones and put themselves at risk for people who are strangers like us.

Pro-ease, a sanitary napkin brand from RSPL Group, decided to not only salute these selfless bravery shown by women but also by doing their bit through distribution over 10 lakh sanitary pads to these brave women.

Kriti Sanon, the brand ambassador of  Pro-ease decided to lent her voice and might to the cause. The film made and conceptualized by ADK Fortune, a WPP company and a part of  Wunderman  Thompson South Asia Group during lockdown has been expressed powerfully through #rokthihoonrukhtinahin.

Rohit Gyanchandani, Director, RSPL, commented, “ In these testing times women frontline workers have been doing selfless and exceptional work that is inspiring and heroic. We must recognize and acknowledge their contribution towards society and to the nation at large, through our small gesture of appreciation and gratitude. We already in the process of making special packs and will start the distribution to these Corona Warriors free of cost very soon.”

The Managing Partner, Subroto Pradhan, ADK Fortune said, “ During this pandemic, empathy must be backed with action. This is not the time to just talk, but rather to act. And that is where Pro-ease makes a difference.

Atishi Pradhan, Planning Lead, ADK Fortune, added “ Women are unstoppable and this is exactly where Pro-ease, maker of sanitary napkins comes in to rescue these brave warriors in stepping out of their homes and fighting against the virus every day.”

Nakul Sharma, VP and Executive CD, ADK Fortune, says, “ It was not at all easy. It was necessary to show  the emotional strain these women were withholding by going through the fight against the pandemic.”

After a thorough discussion with Pradeep Sarkar, the team decided to do a creative black and white illustration to covey the stark reality of their lives.


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