Kaante Na Lagao Campaign

Fahad Hussayn x Mashion x CFHR

In Pakistan, 99% of women are denied at least one key marriage right in their Nikahnama—a staggering statistic in a society where a girl's wedding is meticulously planned down to the finest details. From bridal attire and makeup to venue and jewelry, every decision is carefully curated—except the Nikahnama, the most critical document shaping a woman's marital future. Despite its legal significance, women—both brides and mothers—are often excluded from the process of filling it out.

On December 17, 2024, the Centre for Human Rights (CFHR), in collaboration with Fahad Hussayn and Mashion, launched the #KaanteNaLagao campaign. At a time when bridal collections were in the spotlight, Fahad Hussayn unveiled a bridal jewelry collection designed not only for beauty but for impact. This collection challenged the systemic denial of women’s marriage rights, sparking a crucial conversation about what truly matters before saying “ Qabool Hai .” The campaign was launched with a powerful video reveal on Instagram and YouTube to raise awareness and address this critical issue. The thorn-studded jewelry served as a powerful metaphor, symbolizing how each unchecked clause ( kaanta ) on the Nikahnama could become a thorn in a woman's married life.

Key components of the campaign:

• Main video: The main video of the campaign featured Ramsha Khan as a bride in a hauntingly evocative narrative. Released on Instagram and YouTube, the video was set to a melancholic track, powerfully conveying the message of the campaign—urging women not to accept a future filled with unseen thorns, symbolized by the crossed-out clauses in the Nikahnama.

• Mashion Podcast: a detailed discussion hosted by Tamkenat Mansoor alongside a CFHR representative. The episode shed light on the Nikahnama as a legal contract, emphasizing the consequences of crossed-out clauses and offering valuable guidance on how women can assert their rights when signing their marriage contract.

• HUM Bridal Couture Week (BCW), Pakistan’s premier bridal fashion event: The campaign video was shown before Fahad Hussayn’s runway show, with our CFHR representative taking the opportunity to stress the importance of properly filling out the Nikahnama to ensure women’s rights are protected from the outset of their marriage.

• Invite to Change: CFHR sent 24 thorn bangles to high-level female policymakers, including parliamentarians, Supreme Court and High Court judges, and government officials. This symbolic gesture aimed to urge policymakers to strengthen protections for women’s marriage rights and support legal reforms that would guarantee women’s rights within the Nikahnama.

• Partnership with Depilex Salons: Campaign video was showcased in over 85 Depilex outlets, targeting brides-to-be and women availing salon services. This component aimed to reach audiences in a setting where marriage-related discussions naturally take place, ensuring women had access to critical information about their marriage rights during wedding preparations.

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