While any kind of unprovoked violence is fucked up, violence against women in rural areas is seriously messed up. Mainly due to the absence of proper reporting and/or availability of immediate help.

Vodafone India has come up with the 'Self defense umbrella' which is a small but much appreciated step towards ensuring safety for women, especially in rural India. But knowing what we do about advertising, let's hope this sticks beyond the awards season.

Check it out.