Institute of Marketing Communications India®

Zing's campaign aims to oppose online trolling

Zing, a popular youth entertainment channel, launched its Women's Day campaign, ‘#EmpowerNotEmbarrass’, aiming to combat online harassment against women. This campaign challenged prevailing norms, condemning trolling and emphasizing the need for a harassment-free digital space.

The #EmpowerNotEmbarrass campaign highlighted the stark reality of online harassment, with 8 out of 10 women facing abuse, gossip, trolling, and threats of violence. Women endure three times more abuse than men, with cities like Mumbai, Delhi, and Hyderabad reporting high incidences. A 2023 survey found that nearly 83% of respondents believed more action was needed to ensure women's online safety. Regardless of profession or content style, women face trolling, impacting content creation.

Zing, known for advocating a positive space for women through shows like Pyaar Tune Kya Kiya and the Snaackz series, released a video featuring women pursuing their passions, ending with a message of empowerment. Viewers were urged to combat trolls with love and use #EmpowerNotEmbarrass. The videos garnered over 1.1 million plays and reached 935,000 viewers, with 30% higher engagement than other Zing posts.


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