The Cinthol ad follows Indian sportswomen who have braved odds and ridicule to simply follow their hearts and make a new destiny. The ad captures the new narrative about women (also portrayed very successfully in Dangal) who are no longer seeking empowerment. Empowerment implies someone else giving them power. Today – they are powered. Self-powered. The horrific video of a vile act on New Year’s eve in Bengaluru came to light only because the brave woman made it a point to seek out the CC TV footage and got the culprits nabbed. While the rest of the country is debating about the right and wrong of things, the inclusion and exclusion of women; women have wrested power beyond this dialogue to simply go ahead and do!

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