Biba has rolled its latest film part of its 'change' series. Titled '#ChangeForProgress' this film has been conceptualised by Brandmovers.
The film shows a group of cousins sitting together at a function. One boy asks his cousin about how much she scored at her recently concluded exams. As he boasts about his performance, the conversation is interrupted by an uncle. He congratulates him about his marks and then asks him 'what will he gain from studying that much'. He continues with a statement that has been traditionally thrown at women as he says 'After all you have to settle down and run the house'. The film concludes with a message that reads, 'Why ask a woman what you wouldn't ask a man'.
Siddharth Bindra, MD, Biba India, said, “In the progressive world where change is happening everyday around us, there are still few social stigmas that have held us back, one of them being gender bias. With this latest digital film, fifth in the #Change series, we have attempted to stimulate a thought provoking conversation about what progressive really stands for and how the perspective towards women should change”.
Suvajyoti Ghosh, CCO and MD, Brandmovers India, said, “When it comes to simple questions like whether women are planning to settle down are so normalised that we don’t even give them a second thought. With this film, we decided to go for a treatment that doesn’t just drive the point home, but also makes the viewer sit up and think.”