Biba reverses arranged marriage equation, embraces ‘change’

Ethnic apparel brand Biba has rolled out a two-minute digital film, conceptualised by Brandmovers.

 

The film opens with a girl getting dressed in Indian attire. As she sits in front of the mirror and puts on her earrings, her father urges her to get ready quickly as the guests (the groom's family) have arrived. She asks him how she could decide on spending the rest of her life with someone, over a plate of samosas. He ignores this and asks her to get ready quickly. The scene shifts downstairs where the families are interacting with each other. The boy's mother tells the girl's family that they like her a lot and hope to confirm the relationship. The father of the girl replies positively too, but then tells the boy's mother that even he'll need to make a visit to their house. The boy's mother says that they're most welcome to do so, but asks them why would they want to do that. The girl's father says that even they want to see if the boy can manage household chores and cook. The girl's mother reveals that the boy can't even boil water and can only make instant noodles in the microwave. The girl's father apologises to the boy's family and says that his daughter can't survive on instant noodles all her life. This statement puts a smile on the girl's face as the boy's parents look uncomfortably at each other. Saving the situation, the groom-to-be steps in and invites the girl's family over after 10 days. He says that he'll use the time to learn how to cook something. This puts a smile on everyone's face and the film ends with a super that reads 'Change is Beautiful'.

 

Siddharth Bindra, MD, BIBA, said, “This digital campaign is a personification of our deep-rooted brand foundations which makes BIBA the face of today’s modern woman. Change is the only constant thing and it is indeed beautiful when it aims at the betterment of an individual or even society at large. This campaign is all about embracing and celebrating that change.”

 

Suva Ghosh, founder and chief creative officer, Brandmovers, said, “This film is a commentary on arranged marriages in India, where it’s almost always on the woman to prove her merit. This is Biba’s stand on changing ideologies for a more progressive society”.

 

Credits

 

Brand: Biba

Client: Ekta Dutta

 

Creative agency: Brandmovers India

Managing director and chief creative officer: Suvajyoti Ghosh

Creative director: Naruttam Achowe

Copywriter: Adrijaa Sanyal

Account director: Shekhar Bhrampurkar

Account management: Saurabh Sharma

Social media manager: Sreya Bose

Production controller: Chetan Jhadav

 

Production house: Chalk and Cheese

Director (film): Achowe

Executive producers: Zico, Neil

DOP: Akhilesh Srivastava

Production manager: Gautam Ahire

Post producer: Nagesh

Post studio: After

Editor: Aniket

Music: Gaurav Chatterjee