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Love Matters India Launched India’s First 360 Virtual Reality Film To Generate Awareness On Intimate Partner Violence (IPV)



  • The film titled ‘KyaYahiPyarHai’aims to raise awareness on the difference between controlling and caring behaviour in relationships. This film is a part of a larger campaign by Love Matters India on Intimate Partner Violence that especially targets young unmarried couples of all genders in India.
  • The launch and screening of the film took place at Anti Social in Delhi and Mumbai on 17th June 2017
  • The launch was preceded by a panel discussion attended by key activists, academicians, and bloggers.
love matters india
ED Times blogger Brinda Sen (extreme right) was also a panelist at the Panel Discussion.

Keeping in tune with its agenda on creating awareness on key issues among the youth in the country, Love Matters India launched the first 360/VR film on the issue of Intimate Partner Violence (IPV) in Delhi and Mumbai on the 17th June 2017.

The film ‘Kya Yahi Pyar Hai’ uses virtual reality to narrate a powerful story and connect with young people through immersive storytelling experience. The panelists on board for the discussion were:


1) Rachel Bali – Founder, Krantikali

2) Nandini Chandra- Professor, Delhi University

3) ManakMatiyani- Executive Director, The YP Foundation

4) Brinda- Senior blogger, ED Times

5) Pauline Gomes- Senior Manager- Curriculum and leadership Development, Breakthrough


1) DrIshmeetNagpal- Advocacy and communication manager- Population First

2) Vidhi Chandra- Sayfty

3) Arjun – Actor

4) Taranga Sriraman – Strategic Coordinator, Resource Centre for Interventions on Violence against Women, – TISS, Mumbai

The short film has been conceptualized, scripted and produced by Love Matters India and Co- directed by Gayatri Parameswaran from NowHere Media.

The film ‘KyaYahiPyarhai’ was conceptualized by Love Matters India to generate awareness against controlling relationships that are seen and understood by the young people as caring ones, reiterated by the popular culture.

Intimate Partner is defined as “any behavior within an intimate relationship that causes physical, psychological or sexual harm to those in the relationship, including acts of physical aggression, sexual coercion, psychological abuse and controlling behaviors.”

Social norms are identified as the dominant drivers for IPV in India. However, there is a high level of reluctance from both men and women victims to talk about violence in their relationship.

Bollywood celebrities like Swara Bhaskar, Gul Panag, and Konkana Sen Sharma took to Twitter to support the campaign and talk about this issue.

Speaking on the above initiative Vithika Yadav, Head of Love Matters India said”“We managed the film launch in both Delhi and Mumbai simultaneously and it feels great. The response to the film has been very good. People are interested in knowing about more screenings that we’ll organize across the country. Next we”ll be organizing free screening of the film across Delhi Metro stations using VR booths, from 21st to 30th June (2017). The panel discussion on popular culture was really engaging and though provoking views shared on how it can inspire, guide, motivate, rule the mind and even sometimes mislead people.” 

Sharing her experience while making the film, Co-Director of the film, Gayatri Parameswaran said“Directing this 360/VR experience was challenging on many levels. Firstly, we had to leave the scene every time we hit record because we couldn’t be in the film. In 360, everything is captured. So it helped that we trusted the actor, Arjun, quite a lot. And for him it was difficult too – acting with a camera as your opposing character, isn’t easy! But I’m glad about how it has all shaped up.” 

As part of this campaign Love Matters India partnered with Social Offline in Delhi and Mumbai, a chain of pubs/ restaurants, to install 360 film viewing booth with VR headsets.

The Delhi Metro will also have film viewing booths set up across 10 metro stations in Delhi for 10 days. The launch was kickstarted by a Panel discussion on the topic “Control and Care in popular Culture in India” followed by the screening of the film.

ED is proud to have been their Blog Partner.

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Chirali Sharma
Chirali Sharma
Weird. Bookworm. Coffee lover. Fandom expert. Queen of procrastination and as all things go, I'll probably be late to my own funeral. Also, if you're looking for sugar-coated words of happiness and joy in here or my attitude, then stop right there. Raw, direct and brash I am.


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