Richa Chadha to be the face of Avon Foundation's campaign

While her colleagues Deepika Padukone and Priyanka Chopra have landed Hollywood projects, Richa Chadha, it appears, is looking at foreign shores for better opportunities as well. Just that her present American assignment isn't exactly in the film space.

Chadha has been chosen to be the face of Avon Foundation's campaign on violence against women. This initiative is in collaboration with the U.S. State. And songwriter Fergie of The Black Eyed Peas is one of the international celebrities supporting the campaign. The foundation gets a local relevant celebrity to support the cause. In India, they've roped in Richa.

Pontificating on the worthy move, Richa says, “When you've grown up and lived in India, you are acquainted with oppression of women on a daily basis. I, for one, have had first-hand experience. There are the extreme cases that grab eyeballs nationally and internationally — like acid attacks and dowry deaths — but we as a society need to do more to address all forms of harassment and violence, including those instances that some people think aren't worthy of being written about. We need to shift the dynamics of our culture so that women are no longer told that we are any less equal.”