Campaign India Team
May 10, 2016

Biba sticks to 'change' in Mother's Day message, urges help for moms to realise sacrificed dreams

Watch the ad film conceptualised by Brandmovers here

Biba, an ethnic apparel brand, has rolled out another digital film continuing with its #ChangewithBIBA theme. After tackling gender prejudice in arranged marriages and dowry, the third film depicts a bond between a woman and her daughter. The film released on the eve of Mother's Day and has been conceptualised by Brandmovers.
The film opens with a young woman greeting her mother before the duo take their seats at the dining table. The daughter notices a laptop and asks what's it doing there, as she's never seen her mother with one before. She learns that her neighbour's daughter has been teaching her mom how to use it. The younger woman notices a matrimony site open on the laptop with profiles of grooms, and gets annoyed. An argument ensues with the mother trying to convince her to get married. But the daughter prevails, stating that she will when the time is right and when she finds the right boy. Changing the topic, the girl tastes the daal, appreciates it, and urges her mother to join her.
On another day, the daughter sits with some of her mother's designs. She uploads them online and is creating a website. The lady doesn't see the need to do all this at her age. The daughter replies that it's not about the need, but about ambitions. She says that since she'd never done anything for herself in the past, now is the right time. She contends that it will also ensure she doesn't feel lonely anymore, as she simply won't have the time to think about it. The film ends on a lighter note, with the mother musing that if she starts working and gets busy, who will look for a boy for the daughter. 'This Mother's Day, gift your mom her dreams' reads the super, before the brand's 'Change is beautiful' message. 
Siddharth Bindra, MD, Biba said, "Taking the #Change is Beautiful thought ahead, the third film of the series is dedicated to all mothers. ​This film is very close to my heart as my own mother converted her dreams into reality 25 years back and started a clothing brand, which today the world knows as ‘Biba’. This is what the film shows – it’s not about the age it’s all about the passion and accepting new societal changes. Through this film, Biba has yet again tried to show the true face of today’s Indian women – the Biba women.”
Suva Ghosh, CCO, Brandmovers, said, "Through this film we wanted to speak to mothers who have sacrificed their ambitions for their family. We wanted to tell them that they can pursue their passion at any age and the best person to intimate that change in perspective would be their children.”
Brand: Biba
Agency: Brandmovers
Campaign India