The first day of school, the first heartbreak or even after losing a game, how many times have we told young boys not to cry like girls?
Titled #StartWithTheBoys, a video by Vogue India and Bollywood filmmaker Vinil Mathew, goes through common scenarios where young boys are told not to cry.
Shot in Hindi (with English subtitles), the video is part of the magazine's ongoing #VogueEmpower series, shedding light on violence against women and women's rights -- you'll have to wait for the kicker at the end with Bollywood actress Madhuri Dixit to understand how they connect.
"Women's empowerment is not about women alone, which is why I pledged to create a short film that communicates clearly the need to change the mindset of boys before they become men," managing director Alex Kuruvilla of Condé Nast India (which owns Vogue India), told Vogue.
Last week, the publication released another video called "Going Home," featuring Bollywood actress Alia Bhatt, on the realities of women's safety in India, especially when they're alone.
And following the international outcry of the gang rape and death of a 23-year-old student in New Delhi in 2012, and the country's recent pledge to make violence against women a priority, even a simple two-minute video like this one is a step in the right direction.
Do you think this video is effective? Let us know in the comments below.