Campaign India Team
Jan 04, 2016

Biba reverses arranged marriage equation, embraces ‘change’

Watch the ad film conceptualised by Brandmovers here

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
Source:
Campaign India