VIDEO: Bollywood filmmaker launches 'MARD' campaign against rape, discrimination

Bollywood director and actor Farhan Akhtar has launched a campaign in India against ‘rape and discrimination’ of women, the Times of India reported on Wednesday.

Farhan, who is renowned poet/writer Javed Akhtar’s son, said the campaign was prompted by his employee’s assault and rape last year, aptly called ‘MARD’ (Men Against Rape and Discrimination), which means man in English.

The filmmaker’s campaign has stormed social networking with hard-hitting slogans, as Farhan actively promotes his campaign on Twitter.

If you are a man who respects women... her rights, her dignity, her independence, her mind, her body, her life... you are a #MARD.

— Farhan Akhtar (@FarOutAkhtar) March 10, 2013

#mard is now trending in #NewDelhi trendsmap.com/in/new+delhi

— Trendsmap New Delhi (@TrendsNewDelhi) March 10, 2013

The idea originated in August of last year when one of his employees, a 25-year-old Pallavi Purkayastha, a lawyer by profession, was sexually assaulted and murdered by her watchman at home.

Pallavi handled the legal accounts of Farhan and Ritesh Sidhwani's company.

"The horrifying gang rape in Delhi and the sexual harassment incident in Assam just strengthened my resolve," he explained.

Talking to reporters on the sets of a film shoot, Farhan said that he intended to take the ‘fight’ to schools and colleges, "to drive home the message that women need to be respected.”

He added that he believes he has a better chance of being heard since he is a popular public figure: "I want to see an end to crimes against women. And this can only happen if we reform the the young and impressionable minds."

Take the #MARD message to your schools, your colleges, your offices, your homes. Each of YOU must become catalysts for Change.

— Farhan Akhtar (@FarOutAkhtar) March 11, 2013

Farhan disapproved of the callousness on the part of government officials who make it seem as though women are "responsible for the inhumane treatment meted out to them." He says: "The focus is on strength, ambition and physicality in the male sex. Not on sensitivity. Hence the attitude: If I am a man, I need to be aggressive," he added.

"Men forget that they need compassion to justify their manhood.

"We hear about sexual crimes, there is an upsurge of emotions, and then we forget about them. A bicep of 18 inches doesn't make you a man."

Teach them at the age when self awareness begins that being a man involves compassion, gender sensitivity & respect for women. #MARD

— Farhan Akhtar (@FarOutAkhtar) March 11, 2013

Farhan's initiative has garnered a positive response from the film industry as well, from the likes of Shah Rukh Khan, Priyanka Chopra, Arjun Rampal, Hrithik Roshan, Shahid Kapoor and Vidya Balan.

Farhan's recites a touching poem about his 'MARD' cause in India's Bengaluru city:

Bollywood hunk Arjun Rampal tweeted:

@rampalarjun #MARD means HUMAN in Armenian...be one, make the world a better place for us! THANKS

— Gohar Baghramian(@GoharBM) March 11, 2013

For more on the campaign, search #MARD on twitter.