TOI: Saubhagya..for a cause

Life OK's Saubhagyavati Bhava highlights the plight of women who experience domestic violence through the story of Jhanvi, a newly wed middle-class homemaker.

Her husband Viraj suffers from Obsessive Compulsive Personality Disorder (OCPD) and the character is surprisingly both, abusive and charming at once, leaving Jhanvi physically, mentally and emotionally tortured.

To get the message across and beyond the small screen and to help alleviate the pain of women suffering this torture in everyday life, the channel has tied up with Breakthrough's Bell Bajao initiative. The 360-degree campaign encourages men to be catalysts in bringing down cases of domestic violence.

As part of this tie-up, Life Ok and Bell Bajao will jointly host 'awareness camps' to educate people about domestic violence and its impact on society. The channel will also train people from diverse backgrounds and communities to convey knowledge, share ideas and to reshape individuals. The footprint of this initiative is spread across seven districts in Uttar Pradesh and five districts in Delhi and Karnataka.