Biba continues to embrace change, takes on dowry

Watch the ad film conceptualised by Brandmovers here

Mar 10, 2016 11:12:00 AM | Video | Campaign India Team

Ethnic apparel brand Biba has rolled out another film part of its 'Change is beautiful' campaign. Conceptualised by Brandmovers, this film too takes on the conventional thoughts prior to a wedding and was rolled out on international Women's Day. 
It opens with an old lady stitching and a couple walking in to their house, handing over some sweets to the household help. The couple has just gotten back from a meeting with their son's potential bride and her family. The old lady asks her son about the visit. The man says it was good, as the girl and the family were very nice. The man then looks towards his wife, and asks her for a cup of tea. The lady taunts the man about the four cups of tea he had at the girl's house and asks whether those weren't enough. The man signals that he wants one more. The wife asks the household help to get one. As the man gets busy reading the newspaper, his mother seems to be unhappy. Her son notices that and asks her if everything is okay. That's when the lady brings up dowry and asks whether he discussed anything about it. The man says yes, and says they've agreed on jewellery, a car and Rs 10 lakhs to be exchanged. He adds that he thinks something else may have to be given. The lady hears the word given and is surprised. The man explains that the bride's parents are trusting them with their precious daughter so they owe them that much atleast. The man's wife is happy with this statement while the old lady reluctantly agrees to it. The film ends with them exchanging light moments and a super 'change is beautiful' appears.  
Siddharth Bindra, MD, BIBA said, “After a grand success of our first digital film, BIBA is pleased to present the second film of the campaign - #ChangeThe​Conversation as a part of the 'Change Is Beautiful' series.The feedback encouraged us to move forward and take up another, more serious social issue of the dowry. With this ad film we have attempted to take a different and positive take on the changing world. As an ode to womanhood, BIBA dedicates this ad film to the Indian woman on this International Women’s Day and beautifully captures the message of- Change Is beautiful. This film is all about embracing and celebrating that change.”
Suva Ghosh, CCO, Brandmovers, said, ”Dowry has been a tradition in our country for years and still continues to be. We wanted people to realise that their take on this issue is mistaken, especially the generation that still refuses to see it as a social evil through this witty take on the issue and extend BIBA's stand of changing the convention."
Client: Biba
Agency: Brandmovers