Grooming and beauty brand Vega took a new stance on International Women’s Day, urging women to take a step back and explore their carefree self. Actor Ananya Pandey put out a campaign reel spelling out her #Befikar mantra reflecting a free spirited and happy-go-lucky vibe centred on embracing one’s true self.
As per the brand, girls today are surrounded by choices, suggestions, opinions and more. While some of these help individuals flourish, others prove to be unwanted, self-inflicted hurdles. The pressures of today adds a new spin on self-confidence in more ways than one.
As per Vega, the campaign is all about owning one’s day and attitude by not getting swayed by perspectives catapulted at the speed of light. Rather it’s about celebrating the individual for who she is and what she stands for.
Vega CMO, Eiti Singhal, said, “The Befikar Campaign strives to reinvigorate the equilibrium between the multiple roles played by women in their lives and living their true self. It emphasises on how women can be #Befikar version of themselves and define their idea of beauty and be comfortable with it”.
Liqvd Asia’s NCD, Sunil Gangras, added, “In a world that’s getting increasingly shadowed by opinions and outlook, it’s time to look within. What you have to prove is to you, yourself. With #FlauntYourBefikar, we wanted to shift the needle to being confident and comfortable in your own skin. We wanted to tell women to squash all expectations and live up to their own, in a unique, #Befikar way.”
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