Parachute Advansed Body Lotion has rolled out a digital film that encourages women to be themselves with confidence, unmindful of what those around them say. The film has been conceptualised by McCann Worldgroup.
It opens with a man staring at a young woman in a skirt. A voice over says, 'Short skirt mat pehno' (Don't wear short skirts). Another young lady wears a sleeveless T-shirt, and the voice over says, 'Sleeveless mein mat aao' (Don't come in a sleeveless top). It goes on to show women in different outfits and the voice over provides typical responses society would have for them. The protagonists include a woman at a pool table in a saree, a salwar-clad lady riding a bullet and even a female bodybuilder sweating it out. The film ends with a message 'Zyada bano mat…zyada tano mat' (Don't bother too much) because people will always have something to say. It urges women to be confident in their skin.
The film was published on YouTube on 13 December 2016.