Sending out a message that "It's not your fault" to the ladies, the video "It's Your Fault" by All India Bakchod (AIB), starring actress Kalki Koechlin and VJ Juhi Pandey has crossed 1 million views on YouTube in just 5 days. "It's your fault" is a satirical response to statements made by several public figures, blaming women for the sexual assaults and rapes in India: including, apparently, a Panchayat's decision in Udaipur to restrict girls from a minority community from carrying mobile phones and dancing at weddings, the Puducherry government's suggestion to women to use an overcoat over school uniforms to prevent sexual crimes, the Haryana khap panchayat that claimed eating chowmein was the reason behind the rising instances of rape in the country, and godman Asaram Bapu's suggestion of calling the man attempting to rape 'brother' to prevent being raped. At the time of writing this story, the video had got 1,311,147 views and 688 shares1. Apart from being an interesting online social campaign, the video seems to have also garnered 886 subscriptions for AIB's YouTube channel. Here's what I think worked for them: Choice of medium and the impact of social media: AIB's decision to use YouTube over television or any other medium is notable: With YouTube, video can go viral, given the ability for people to share the video and spread the word, which isn't possible with broadcast. Every share now means another supporter who is creating more awareness. The cost of running such a campaign on television would have been quite high considering TV ad…
