ABSTRACT
This contribution aims to demonstrate that generalising about Hinduism as being only, or predominantly, patriarchal or prone to gender-based violence is a malign misrepresentation. It focuses primarily on responses to the Nirbhaya rape case (2012), and, in particular, on the Abused Goddesses campaign against domestic and gender-based violence featuring goddesses Saraswati, Lakshmi and Durga to show how “shockvertising” blends Hindu spirituality and activism.
