Blissclub has announced the launch of its new brand campaign ‘Bitchclub’.
The campaign aims to challenge societal norms and shed light on the unfair labels and stereotypes that women face on a daily basis.
The campaign was launched via a teaser which saw campaign saw women on LinkedIn adding the word ‘bitch’ to their names. The brand also went ahead and changed its own name on certain social media platforms from ‘Blissclub’ to ‘Bitchclub’.
The campaign includes a film featuring a talking bitch.
The campaign seeks to address the issue of women being labelled as bitches and nags, particularly when they express their exhaustion from carrying an unequal burden of work. The film goes on to talk about how “what’s a real bitch” is that even today, women are expected to do the bulk of the housework and also continue to bear the load of emotional labour.
The film shows how constant busyness leaves no time for women to workout, move and play. It makes them feel more anxious and depressed.
Minu Margeret, Founder-CEO, Blissclub, said, “From an evolutionary point of view, women were always expected to be the primary caregivers and multi-taskers. But overtime, this has led to women becoming the underdogs. Women are just expected to know how to do some things better than men - whether it’s telling the house help what needs to be done or getting everyone to pool in money for a colleague’s wedding present. These million tiny things that a woman ends up doing steal away her time. At the end of the day, she’s exhausted from doing so much, and yet, she’s done little for herself. With this campaign, we want women to recognise the need to put themselves first without any guilt. And if that means being a bitch, then so be it.”
The campaign also includes a series of social media posts via which the brand aims to create a safe space where women can openly express their frustrations and share their stories.