“Broken India” shows the reality behind stylized Instagram photos of India. Launched by Limitless, a new Indian company in Singapore, the campaign challenges the rosy picture painted by “Beautiful India” and reveals the poverty and pollution that plague the country. Not all of the pictures are shocking, as only two out of the eight show real poverty, but the creators hope they are enough to start a national conversation.
“By bringing Broken India to light, we really wanted to strike a raw nerve,” Limitless told Buzzfeed. “Only when people realise the state of affairs and break out of their comfort zones, is when they can start to make a difference. A bit of negativity is essential for positive change.”