Archana Venkatraman

A powerful campaign in India against rape called 'Ladies, It’s Your Fault’, which sarcastically blames women as the main cause of rape incidents, has gone viral on social media.

Kalki Koechlin in the it is your fault ad about rape
Kalki Koechlin in the it is your fault ad about rape

The YouTube campaign is led by Bollywood actor Kalki Koechlin and video jockey (VJ) Juhi Pande who tell viewers that a woman and the clothes she chooses to wear are entirely to blame for rape. It is produced by All India Bakchod (AIB), a comedy podcast initiative started by candid and politically incorrect comedians Gursimran Khamba and Tanmay Bhat.

The ad highlights the bizarre excuses India’s patriarchs, some policemen and few influential politicians give for rape.  

VJ Juhi Pande voicing the sarcastic It's my fault rape campaign
VJ Juhi Pande voicing the sarcastic It's my fault rape campaign
Image: YouTube still

The powerful ad features the two women smiling at the camera and telling viewers: "It’s your fault, woman” and goes on to say that it has been proven scientifically that wearing skirts is a leading cause of rape. “Why? Because men have eyes”.

The sarcastic "it is your fault ad" on rape blames women wearing skirts for rape
The sarcastic "it is your fault ad" on rape blames women wearing skirts for rape
Image: YouTube still

The actors, with a calm and smiling demeanour, further add sarcastically that if a juvenile is involved in a rape against woman, that too is entirely a woman’s fault and if women don’t feel humiliated enough by the incident, then they can get further humiliated by the police and their meaningless questions and finger-pointing attitude.

Anti-rape ad shows Koechlin attacked while talking to the camera but still remains calm
Anti-rape ad shows Koechlin attacked while talking to the camera but still remains calm
Image: YouTube still

The ad also features a fictional policeman who questions a rape victim: “Where you with boys Madam when the incident took place?” The ad highlights the bizarre nature of the question as the policeman blames the victim (Koechlin) regardless of whether she was with or without a male companion when assault took place.

A visibly bruised and assaulted Koechlin continues to blame women for rape in It's Your Fault ad
A visibly bruised and assaulted Koechlin continues to blame women for rape in It's Your Fault ad
Image: YouTube still

The two women in the video progressively look bruised, assaulted and physically abused but continue maintaining their calm demeanour and say “It’s my fault. A woman’s fault”.

Juhi Pande justifying rape inside marriage in the sarcastic ad
Juhi Pande justifying rape inside marriage in the sarcastic ad
Image: YouTube still

The stark ad further goes on to say that abuse inside of a marriage is not a rape. The ad ends with a few women from the general public reiterating “It’s My Fault”.

The ad comes amid brutal rape incidents in India including the death of a Delhi student rape victim last year and a recent rape of a photojournalist in Mumbai last month.

Watch the AIB “Ladies, It’s Your Fault” ad against rape here:

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