Actor-filmmaker Farhan Akhtar, Bling and JWT recently tied up with EveryMedia Technologies Pvt. Ltd. for their social initiative M. A. R. D. (Men Against Rape and Discrimination).

The agency has come on board as the social media partner.

On Apr 26, during the Indian Premier League (IPL) 6 match between Kolkata Knight Riders and Kings XI Punjab at Eden Gardens, Farhan Akhtar and Shaan performed to a Bengali poem written by Javed Akhtar exclusively for the initiative.

70,000 fake moustaches were distributed during the IPL 6 match in Kolkata, along with flyers with the poem printed on it.

Commenting on the association, Farhan Akhtar said, "Every morning that I flip through pages of the newspaper, I am reminded of how important it is to educate people today about something as simple as respecting a woman. "

"Something as obvious as that now needs to be drilled in everyone's heads. EveryMedia is a team of digital experts, and I am happy that they have come on board to help push the message across. "

Gautam Thakker, CEO, EveryMedia Technologies Pvt. Ltd. said, "We are glad to be associated with M. A. R. D.. It has been an honour to be a part of the team reaching out to people with such a strong cause. It is imperative for us to make sure that people are made aware of the fact that everyone deserves to be treated with respect. There can be no two ways about it. "