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AXN premieres 'The Handmaid's Tale' with a thought provoking campaign

AXN will host the Indian television premiere of the most talked about show ‘Handmaids Tale’ on February 5th and the channel has undertaken a unique, innovative and disruptive marketing campaign that will make everyone sit up and take notice.  

Women dressed in red robes with white hats holding placards with bold messaging are swarming malls and offices across Delhi NCR, Mumbai, Bangalore and Chennai in places like Cyber Hub, Phoenix Mall Chennai, Palladium, Group M, Lodestar to name a few.

These Handmaids are holding placards with thought provoking and impactful messages such as ‘Women’s rights to use the lifts are revoked’ outside the lifts, ‘Women employees are allowed only one washroom break for the day’ outside the washrooms. Without uttering a word or enforcing the rules, these women are giving people a glimpse into the life of a Handmaid and how they are forbidden from exercising basic living rights.

Set in a dystopian future ‘The Handmaids Tale’ follows the life of fertile women who are forbidden to hold jobs, own property or even read. Their life’s purpose is to bear children for the rich. The show has created a stir worldwide and has emerged as the best drama show of 2017. Apart from winning 8 Emmy and 2 Golden Globes, the show has been appreciated for the powerful performances and a brave theme that makes people question the future.

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