Josh collaborates with Nushrratt Bharuccha's Janhit Mein Jaari

With a view to salute such women in real life, for their courage and zeal to make a difference, the film collaborated with India's short-video app Josh.

As part of the collaboration, Josh launched an on-ground search for women who have not only learned from their struggles but also turned around their lives by breaking the taboo around odd jobs in society and becoming financially independent, much like the protagonist of the film.

Josh’s popular creator Shivani Kapila took to the streets of Mumbai with an objective to showcase the heroic women who don’t shy away from taking jobs that support their financial situation.

Speaking on the campaign, Head of Creator and Content Ecosystem, Sunder Venketraman said, “The film Janhit Mein Jaari sheds light on the unequal working situation for women in India and the discrimination a woman experiences as she tries to fight the various barriers determined on holding her back.

"Leveraging the power of short-video, Josh is proud to be collaborating with Janhit Mein Jaari as we use our platform to reach to our millions of users across the country to further amplify the important message that the film conveys. Also, through our Vox pop initiative,  we were able to highlight the real-life stories of such women as they pave their own path in this patriarchal world.”

Directed by debutant Jai Basantu Singh, the film, which stars Vijay Raaz, Anud Singh Dhaka alongside Bharuccha, addresses the social stigma around condoms.

The film is centred on a woman, played by Bharuccha, who works for a condom company.