#NotMusicToMyEars

Background

As the most popular genre among India's youth, Bollywood music has had a telling impact on behaviour and psyche. Lewd lyrics, however, had become a regular feature of 'item' numbers for big banner productions. And because they were masked by soul-stirring melodies, they had stopped mattering. Leading to the normalisation of women being objectified under the guise of playful song-dance routines. Love Matters, a global non-profit programme fighting gender-inequality, sought to address this. By waking audiences up to this reality. And through them, getting Bollywood to take a stand against including demeaning lyrics in its songs.