MTV's BaarBraDekho gives a twist to strap shaming with a unique effort this Women's Day

Today, women rule the roost and break ground in whatever they do. But quite sadly they get written about for their peeking bra straps instead of their peaking career graphs. Anyway. While the world has come a long way toward building an equal women's society, even today when a bra strap peeks, public shaming and judgmental eye rolls take over. This Women's Day, MTV, India's No 1 Youth Brand gives a twist to such strap shaming with a unique effort – BaarBraDekho.

BaarBraDekho seeks to standardize discussions around shaming hat. And none other than Bollywood's vivacious and young actress , came on board to lead this initiative and raise a voice against such stigma.

The campaign is giving women a shout-out to be themselves in bold bra straps telling gross on-lookers to keep their business in mind and stay away. Radhika keeps the baton high to mark the Women's Day event, promoting the idea of women wearing their thoughts on their sleeves... Straps to be strengthened... And don't get insulted by naysayers.

Commenting on the initiative, Radhika said, "It's 2020 and women in every aspect of life are being celebrated. But it is disappointing to know that for something as natural as their bra strap displays, the same culture that praises them still throws remarks at them. The days of shameful women for what they wear are gone.. One must respect individuals and let them feel comfortable in their own skin. White, black, pink or blue, peek-a-boo is not taboo. And that's what Baar Bra Dekho aims to achieve. I am really excited to be a part of this initiative by MTV and redefine freedom for women, this Women's Day"

Radhika's real life story of being shamed at a peeking bra strap has motivated her to drive the idea of being named for something out of proportion that is inappropriately blown away. Radhika recounts, "I was in school, and when you grow up and begin to wear new bras it was that time. One day I went to school, wearing a colourful bra. Ek ladka aaya mere transfer and uses mujhe kaha, "arre, it's showing your bra strap." And I realized at that time, bra strap dikhna matlab paap ho gaya hai and aise nahi kar sakte. I was so overwhelmed. I went home very embarrassed and decided to wear bare bras only under my school uniform. But now that I'm talking about it, I wish I had told the dude to have a life. I want to tell Especially to all the young girls , to not accept strap shaming or feel embarrassed. It's just a part of your garment. It's just there.

Post impeccable performances in back to back films, Radhika Madan has caught the eye for her vibrant personality. With yet another eagerly anticipated films set for release, the gorgeous actor becomes the face of Baar Bra Dekho, to change the narrative around shaming of women.