Josh Collaborates With The Movie ‘Janhit Mein Jaari’ Headlined By Nushrratt Bharuccha
The recently released Bollywood film, ‘Janhit Mein Jaari' starring actress Nushrratt Bharuccha, shines a light on women who are making a difference in society by breaking free from societal norms while not only making a
The
recently
released
Bollywood
film,
'Janhit
Mein
Jaari'
starring
actress
Nushrratt
Bharuccha,
shines
a
light
on
women
who
are
making
a
difference
in
society
by
breaking
free
from
societal
norms
while
not
only
making
a
living
for
themselves
but
also
bringing
forth
positive
changes
in
society.
With
a
view
to
salute
such
women
in
real
life,
for
their
courage
and
zeal
to
make
a
difference,
the
film
collaborated
with
Josh,
India's
fastest-growing
and
most
engaged
short-video
app.
As
part
of
the
collaboration,
Josh
launched
an
on-ground
search
for
women
who
have
not
only
learned
from
their
struggles
but
also
turned
around
their
lives
by
breaking
the
taboo
around
odd
jobs
in
society
and
becoming
financially
independent,
much
like
the
protagonist
of
the
film.
Josh's
popular
creator
Shivani
Kapila
took
to
the
streets
of
Mumbai
with
an
objective
to
showcase
the
heroic
women
who
don't
shy
away
from
taking
jobs
that
support
their
financial
situation.
From
working
at
a
petrol
pump
to
driving
an
auto-rickshaw,
women
represent
29%
of
the
country's
labor
force.
With
more
than
half
of
the
women
workers
in
India
being
unpaid
and
unprotected,
the
collaboration
gave
them
a
chance
to
speak
about
their
jobs,
and
highlight
their
struggles
and
the
issues
they
have
faced
within
society.
Speaking
on
the
campaign,
Head
of
Creator
and
Content
Ecosystem,
Sunder
Venketraman
said,
"The
film
Janhit
Mein
Jaari
sheds
light
on
the
unequal
working
situation
for
women
in
India
and
the
discrimination
a
woman
experiences
as
she
tries
to
fight
the
various
barriers
determined
on
holding
her
back.
Leveraging
the
power
of
short-video,
Josh
is
proud
to
be
collaborating
with
Janhit
Mein
Jaari
as
we
use
our
platform
to
reach
to
our
millions
of
users
across
the
country
to
further
amplify
the
important
message
that
the
film
conveys.
Also,
through
our
Vox
pop
initiative,
we
were
able
to
highlight
the
real-life
stories
of
such
women
as
they
pave
their
own
path
in
this
patriarchal
world."
Taking
ahead
the
thought
of
the
film
and
Nushrratt's
character
who
works
in
a
male-dominated
field
to
stand
tall
for
women's
safety
and
empowerment,
the
film's
collaboration
with
Josh
was
aimed
at
widening
the
reach
of
the
message
the
film
conveyed.
Further
amplifying
the
message
the
film
puts
forth,
Josh
launched
an
in-app
challenge
#JanhitMeinJaari
to
encourage
users
to
create
content
using
some
of
the
most
impactful
and
iconic
moments
from
the
film.
So
far,
the
challenge
has
garnered
over
30
million
views
and
2.2
million
hearts.
Speaking
about
the
collaboration
with
Josh,
Janhit
Mein
Jaari
Producer,
Vinod
Bhanushali
(Bhanushali
Studios
Ltd.)
said,
"We
live
in
a
male-dominated
society
where
even
today,
a
lot
of
jobs
are
gender-specific.
Janhit
Mein
Jaari
is
our
step
towards
shattering
these
stereotypes
and
breaking
the
barriers
while
promoting
equality
at
all
levels.
Furthermore,
our
collaboration
with
Josh
is
an
ode
to
those
women
who
are
breaking
the
taboo
by
taking
odd
jobs
as
per
traditional
norms,
elevating
their
family,
and
empowering
others
at
the
same
time."
About
Josh:
Josh
is
a
made-in-India,
short-video
app
launched
in
August
2020
by
VerSe
Innovation.
It
represents
a
confluence
of
India's
top
1000+
best
creators,
20000
strong
managed
community
of
creators,
the
10
biggest
music
labels,
15+
million
UGC
creators,
best
in
class
content
creation
tools,
the
hottest
entertainment
formats,
and
formidable
user
demographics.
Josh
has
been
consistently
rated
as
the
leading
Indian
short-video
app
in
India
on
the
Play
store
with
100
million+
downloads.
Josh
is
currently
the
fastest
growing
and
most
engaged
short-video
app
in
India
with
over
153
million
MAUs
(Monthly
Active
Users),
74
million
DAUs
(Daily
Active
Users)
and
23
minutes
average
time
spent.