Unilever brand Dove has launched a video challenging the conventional notion of beauty yet again, this time in India. The video has been conceptualised by digital lifestyle platform Blush, part of social media content maker Culture Machine.
#ChangeTheRhyme is the theme of the three-minute video, which is built around the nursery rhyme ‘Chubby cheeks, dimple chin’.
As children recite the rhyme after their teacher, the visuals tell the story of women training in different sports. Gradually, the tempo of the rhyme picks up, with the on-screen action keeping pace. It reaches a crescendo, at which point the sportswomen attain their moments of glory on the field, the reward for their efforts. Meantime, in contrast, the rhyme continues with the words:
"Chubby Cheeks, dimple chin,
Rosy lips, teeth within,
Curly hair, very fair,
Eyes are blue, lovely too."
A voice over pops the last words of the rhyme, ‘Is That You?’ A bleeding athlete responds on screen saying, “No.” A super reads, ‘There is more than one kind of beautiful. Let’s break the rules of beauty.’
Production: Culture Machine Media, for digital channel 'Blush'
Direction: Akanksha Seda
DOP: Vinod Chhabra
1st AD: Apurva Gabhe
2nd AD: Mudra Bhagat
Editor: Akanksha Seda
DI: Amit Anil Mishra
Sound design: Ankur Shrivastava
Marketing, PR: Upkar Singh Khubber, Disha Anand, Roshni Raj, Shwetal Joshi, Akshay Gautam Haldipur
Design team: Roshnee Desai, Jaydev Vaghela, Arun Rajan, David D'Souza, Harsh Padhya, Arun Rajan
Brands team: Deepak Raj, Menka Asrani, Sana Lajporiya, Kaustubh Mishra
Sports persons (cast):
Table tennis: Aditi Sinha
Gymnastics: Rutuja Parkar
Coach: Suhas Lohar
Wrestling: Akshita Karkera, Sakshi Shetty
Coach: Alexander Fernandes
Archery: Mrudula Parande
Coach: Subhash Nair
Shot Put: Iccha Priti
Runner: Amruta Satre
Hockey team: Mary Immaculate Girls High School
Coach: Nadiya Shaikh
Recitation of poem: Jr. KG and Sr. KG students of Children's Academy, Malad
(Updated with credits at 1600 hrs on 10 August 2016.)