Overview
Nayi Chetna 3.0 is a national awareness film created for PRADAN and the Government of Madhya Pradesh to highlight hidden forms of gender-based violence. Built entirely from real testimonies collected across Self-Help Groups over three years, the film transforms these lived realities into a symbolic, anonymised visual narrative that feels emotional yet safe for survivors.
What was the challenge or idea?
The challenge was to portray violence without recreating it, protect survivor identities without weakening emotional intensity, and stitch together fragmented testimonies recorded over multiple years, all while producing a high-impact campaign film within an extremely tight 72-hour timeline.
Anonymity vs. Impact: Protecting survivors’ identities while delivering emotional intensity
Fragmented Source Material: Voices from multiple years woven into a single narrative
Fast Turnaround: 3-day production cycle for an emotionally sensitive national campaign
Visual Language: Needed to avoid triggering scenes while still showing the reality of violence
These constraints directly shaped the unique visual grammar of the film.
How did Rotten Tree approach it?
We designed a metaphorical “dark-void” world where faces disappear but emotions remain. Real SHG voices became the backbone of the narrative, guiding pacing, transitions, and mood. Gesture-based metaphors replaced literal reenactments, and controlled studio lighting allowed us to build a safe, abstract environment where the women’s stories could be told without exposing them.
Real SHG testimonials serving as the narrative
Blurred faces and silhouettes representing anonymity
Hands and gestures symbolizing control, fear, judgement, and support
Grayscale, stark lighting to maintain emotional weight
No reenactments, only metaphorical storytelling
Every voice is real. Every line comes from SHG meetings recorded across three years.
Impact & Usage
The film is used across SHG meetings, district-level screenings, government training sessions, and gender-sensitisation programs. It has helped field teams start difficult conversations about gender-based violence and provided communities with a framework to identify and address hidden forms of abuse.
Nayi Chetna 3.0 became more than a campaign film, it became a voice for women whose stories often remain unheard. By presenting real testimonies through a safe, symbolic visual language, the film helped spark delicate but necessary conversations about violence, dignity, and agency within rural communities.
Credits
Client
PRADAN
Campaign / Initiative
Nayi Chetna 3.0
Produced & Executed By
Rotten Tree Productions
Concept
Soumya Rakhe
Ajinkya Sharma
Direction
Ajinkya Sharma
Executive Producer
Soumya Rakhe
Cinematography
Ajinkya Sharma
Post-Production
Rotten Tree Productions
Sound & Music
Original interview audio and licensed music
Cast
Soumya Rakhe
Special Thanks
The women who shared their stories and voices
PRADAN Team
Archana Singh
Simran Malkan
Paoni Patidar
Neetu Sharma
Nikesh Sharma
Richa Mishra
Trivia
Built entirely from real voices recorded over three years
Created end-to-end within just 72 hours
Visual design developed specifically to balance anonymity and emotional impact
Shot in a controlled studio setup to maintain consistency and safety
Women’s Safety • Government Campaign • Crime Prevention • Social Impact Films • Cybercrime Awareness • Dowry Fraud • Human Trafficking • Behaviour Change Communication • WCSO • Uttar Pradesh Government
Have a social-impact story that needs sensitive, responsible storytelling?
More Works
(RTP® — 02)
FAQ
01
What kind of stories do you work on?
02
I don’t have a clear brief, is that a problem?
03
Do you only do big productions?
04
How involved can I be in the process?
05
What if I want something experimental?
06
How do you charge for projects?
07
Do you travel for shoots?
08
Why the name Rotten Tree?
Overview
Nayi Chetna 3.0 is a national awareness film created for PRADAN and the Government of Madhya Pradesh to highlight hidden forms of gender-based violence. Built entirely from real testimonies collected across Self-Help Groups over three years, the film transforms these lived realities into a symbolic, anonymised visual narrative that feels emotional yet safe for survivors.
What was the challenge or idea?
The challenge was to portray violence without recreating it, protect survivor identities without weakening emotional intensity, and stitch together fragmented testimonies recorded over multiple years, all while producing a high-impact campaign film within an extremely tight 72-hour timeline.
Anonymity vs. Impact: Protecting survivors’ identities while delivering emotional intensity
Fragmented Source Material: Voices from multiple years woven into a single narrative
Fast Turnaround: 3-day production cycle for an emotionally sensitive national campaign
Visual Language: Needed to avoid triggering scenes while still showing the reality of violence
These constraints directly shaped the unique visual grammar of the film.
How did Rotten Tree approach it?
We designed a metaphorical “dark-void” world where faces disappear but emotions remain. Real SHG voices became the backbone of the narrative, guiding pacing, transitions, and mood. Gesture-based metaphors replaced literal reenactments, and controlled studio lighting allowed us to build a safe, abstract environment where the women’s stories could be told without exposing them.
Real SHG testimonials serving as the narrative
Blurred faces and silhouettes representing anonymity
Hands and gestures symbolizing control, fear, judgement, and support
Grayscale, stark lighting to maintain emotional weight
No reenactments, only metaphorical storytelling
Every voice is real. Every line comes from SHG meetings recorded across three years.
Impact & Usage
The film is used across SHG meetings, district-level screenings, government training sessions, and gender-sensitisation programs. It has helped field teams start difficult conversations about gender-based violence and provided communities with a framework to identify and address hidden forms of abuse.
Nayi Chetna 3.0 became more than a campaign film, it became a voice for women whose stories often remain unheard. By presenting real testimonies through a safe, symbolic visual language, the film helped spark delicate but necessary conversations about violence, dignity, and agency within rural communities.
Credits
Client
PRADAN
Campaign / Initiative
Nayi Chetna 3.0
Produced & Executed By
Rotten Tree Productions
Concept
Soumya Rakhe
Ajinkya Sharma
Direction
Ajinkya Sharma
Executive Producer
Soumya Rakhe
Cinematography
Ajinkya Sharma
Post-Production
Rotten Tree Productions
Sound & Music
Original interview audio and licensed music
Cast
Soumya Rakhe
Special Thanks
The women who shared their stories and voices
PRADAN Team
Archana Singh
Simran Malkan
Paoni Patidar
Neetu Sharma
Nikesh Sharma
Richa Mishra
Trivia
Built entirely from real voices recorded over three years
Created end-to-end within just 72 hours
Visual design developed specifically to balance anonymity and emotional impact
Shot in a controlled studio setup to maintain consistency and safety
Women’s Safety • Government Campaign • Crime Prevention • Social Impact Films • Cybercrime Awareness • Dowry Fraud • Human Trafficking • Behaviour Change Communication • WCSO • Uttar Pradesh Government
Have a social-impact story that needs sensitive, responsible storytelling?
More Works
(RTP® — 02)
FAQ
01
What kind of stories do you work on?
02
I don’t have a clear brief, is that a problem?
03
Do you only do big productions?
04
How involved can I be in the process?
05
What if I want something experimental?
06
How do you charge for projects?
07
Do you travel for shoots?
08
Why the name Rotten Tree?
Overview
Nayi Chetna 3.0 is a national awareness film created for PRADAN and the Government of Madhya Pradesh to highlight hidden forms of gender-based violence. Built entirely from real testimonies collected across Self-Help Groups over three years, the film transforms these lived realities into a symbolic, anonymised visual narrative that feels emotional yet safe for survivors.
What was the challenge or idea?
The challenge was to portray violence without recreating it, protect survivor identities without weakening emotional intensity, and stitch together fragmented testimonies recorded over multiple years, all while producing a high-impact campaign film within an extremely tight 72-hour timeline.
Anonymity vs. Impact: Protecting survivors’ identities while delivering emotional intensity
Fragmented Source Material: Voices from multiple years woven into a single narrative
Fast Turnaround: 3-day production cycle for an emotionally sensitive national campaign
Visual Language: Needed to avoid triggering scenes while still showing the reality of violence
These constraints directly shaped the unique visual grammar of the film.
How did Rotten Tree approach it?
We designed a metaphorical “dark-void” world where faces disappear but emotions remain. Real SHG voices became the backbone of the narrative, guiding pacing, transitions, and mood. Gesture-based metaphors replaced literal reenactments, and controlled studio lighting allowed us to build a safe, abstract environment where the women’s stories could be told without exposing them.
Real SHG testimonials serving as the narrative
Blurred faces and silhouettes representing anonymity
Hands and gestures symbolizing control, fear, judgement, and support
Grayscale, stark lighting to maintain emotional weight
No reenactments, only metaphorical storytelling
Every voice is real. Every line comes from SHG meetings recorded across three years.
Impact & Usage
The film is used across SHG meetings, district-level screenings, government training sessions, and gender-sensitisation programs. It has helped field teams start difficult conversations about gender-based violence and provided communities with a framework to identify and address hidden forms of abuse.
Nayi Chetna 3.0 became more than a campaign film, it became a voice for women whose stories often remain unheard. By presenting real testimonies through a safe, symbolic visual language, the film helped spark delicate but necessary conversations about violence, dignity, and agency within rural communities.
Credits
Client
PRADAN
Campaign / Initiative
Nayi Chetna 3.0
Produced & Executed By
Rotten Tree Productions
Concept
Soumya Rakhe
Ajinkya Sharma
Direction
Ajinkya Sharma
Executive Producer
Soumya Rakhe
Cinematography
Ajinkya Sharma
Post-Production
Rotten Tree Productions
Sound & Music
Original interview audio and licensed music
Cast
Soumya Rakhe
Special Thanks
The women who shared their stories and voices
PRADAN Team
Archana Singh
Simran Malkan
Paoni Patidar
Neetu Sharma
Nikesh Sharma
Richa Mishra
Trivia
Built entirely from real voices recorded over three years
Created end-to-end within just 72 hours
Visual design developed specifically to balance anonymity and emotional impact
Shot in a controlled studio setup to maintain consistency and safety
Women’s Safety • Government Campaign • Crime Prevention • Social Impact Films • Cybercrime Awareness • Dowry Fraud • Human Trafficking • Behaviour Change Communication • WCSO • Uttar Pradesh Government
Have a social-impact story that needs sensitive, responsible storytelling?
More Works
(RTP® — 02)
FAQ
What kind of stories do you work on?
I don’t have a clear brief, is that a problem?
Do you only do big productions?
How involved can I be in the process?
What if I want something experimental?
How do you charge for projects?
Do you travel for shoots?
Why the name Rotten Tree?