Campaign India Team
Aug 12, 2015

MTV and Askmebazaar point to closed mindsets, push 'Freedom Collection'

Watch the ad film conceptualised by and MTV here

wide player in 16:9 format. Used on article page for Campaign.
MTV and have collaborated to launch an ‘MTV Freedom Collection’, in the lead up to Independence Day on 15 August. An ad film, conceptualised by and MTV, has been created to promote the same. 
The film depicts a typical Independence Day morning in a residential colony, where families have gathered for the flag-hoisting. Everyone except a young woman is dressed in Indian attire. An elderly man calls out to the lady in the short skirt. Meanwhile, a female voice over narrates that the skirt is a symbol of a woman’s strength, and an indicator of men's self-control. 
The man appears to be critical of her dressing. But soon, it is revealed that it is not the skirt but the lack of the tricolor flag that he wants to address. He pins a paper flag on her top. The narrator explains that the short skirt is not the problem, a closed mindset is. It further states that there still are several girls in our country who have no freedom to wear skirts, sleeveless tops or even a pair of jeans. The man has by now urged the girl to unfurl the flag, which she happily does with other girls also in western wear. The film ends urging customers to check out the MTV Freedom Collection and the voice over signs off saying: ‘Wearing your freedom is now stress-free.’
Campaign India

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