MUMBAI: Viviana Mall in association with Thane polics has launched a new campaign to create awareness across society for women's safety, titled #MeraFarzHai. Under the campaign, an educative short film has been released, which will be shown to cinema goers before their movie. Releasing from 29 February, the campaign will run till 9 March.

A special screening of the awareness video was done recently.

“The only way to bring down these horrific incidents, is to rise up and act against sexual violence. This Women’s Day, we are launching an initiative to get the public more involved in prevention and reporting of harassment incidents and crime,” said Viviana Mall CEO Manoj K. Agarwal.

As per National Crime Records Bureau’s latest statistics, the crime rate specific to cruelty against women has increased from an average of 57.9 in 2017 to 58.8 in 2018. Given the increasing crime rate against women, there is a need to be proactive in reporting such incidents.

Viviana Mall CMO Rima Kirtikar explained the need to create awareness among citizens to come out and report incidents of crime against women with the police, as this will help in reducing unfortunate incidents.

On March, 7, the eve of Women’s Day, the campaign will be launched in presence of Thane Commissioner of Police.