Campaign India Team
Mar 08, 2018

Biba sticks to 'change' as it looks to get rid of stereotypes

Watch the ad film conceptualised by Brandmovers here

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.”
 
Also read:
 

 

Source:
Campaign India

Related Articles

Just Published

20 hours ago

Facebook clicks with millions of consumers across ...

Watch the film conceptualised by Taproot Dentsu here

22 hours ago

Slice takes on rivals as Katrina Kaif gets fan to ...

Watch the film conceptualised by Wunderman Thompson

1 day ago

Creative and media deliver 'stronger performance' ...

Organic revenue decline of 7.5% in the last quarter of 2020 puts Havas in the middle of the holding companies to have reported so far

1 day ago

Campaign India’s Mental Health Survey: The panel ...

Second part of the survey features a discussion from industry seniors