Biba Girls, the fashion range catering to young girls aged between 2 to 15 years, has launched a digital campaign that takes on the issue of body shaming.
This film ‘ChangeTheQuestion' is an extension to the ongoing 'change' series of campaigns by the brand that looked at gender roles in arranged marriages, the dowry system and so on in earlier films.
The film builds on the insight that we are often victims of age-old societal conditioning. Being fat, tall, short, thin, fair, dark – each of these terms come with their own baggage in today’s world. As the ideal definition of beauty gets narrower by the day, women are constantly insecure in their bodies. The film urges consumers to take charge.
Conceptualised by Brandmovers, the film opens with a conversation between a husband and his wife as they are getting ready for an evening outing. That's when they are interrupted by their daughter, who is dressed in her ethnic best. She asks them a seemingly a small question which urges them to introspect.
As there is a constant pressure to look pretty and stylish every day, such situations shatter their confidence and make them become vulnerable and conscious. With this film, BIBA focuses to bring a shift in people’s perspective of doing away with unnecessary beliefs and letting young girls enjoy their adolescence.
Siddharth Bindra, managing director, Biba, said, “This film touches on the topic of negative body image tactfully and how it’s a growing concern not only amongst women but young girls too. The film delivers a strong message through a very sweet story that is sure to have an impact on the audience.”
Suva Ghosh, CCO, Brandmovers India said, "We were working on a very strong insight with this film – women all over the world are worried about the way they look. We spoke to a lot of people and realised that the problem ran deep – a simple question like ‘Am I looking fat?’ can be damaging not just to themselves, but also to people around them. We are to be blamed for the world we are shaping. With such campaigns we are trying to strive to make the world a happier and a better one."
MD: Siddharth Bindra
AVP, Marketing: Ekta Dutta
Creative agency: Brandmovers India
Managing director and CCO: Suvajyoti Ghosh
Script and screenplay: Adrijaa Sanyal
Creatives (Copy): Dyuti Banerjee
Creatives (Art): Rohan Jha
Account director: Unnikrishnan Pillai
Account management: Shruti Maheshwari, Deepesh Surve
Production house: Chalk and Cheese
Director and D.O.P: Setu
Executive producers: Zico and Neil
Associate producer: Aastha Singh