BIBA takes on gender prejudice with #ChangeIsBeautiful

The brand's new TVC, conceptualised by Brandmovers India, breaks the traditional way of addressing the biases behind arranged marriage; encourages change in a beautiful way

BestMediaInfo Bureau | Mumbai | January 8, 2016

Click on the image to watch the Video.

Leading ethnic apparel brand BIBA has broken all barriers in its latest TVC in which the brand showcases how open-minded today's generation should be. It takes this social issue a step ahead with the full-fledged digital marketing campaign, conceptualised by Brandmovers India.

The campaign showcases the widespread gender prejudices in our culture when it comes to arranged marriages. The film shows a regular scenario of an arranged marriage setup and ends on an unpredictable yet amusing note. The brand has always been about the woman of substance and the concealed strength that the new-age woman commands for herself. The film features well-known south Indian actress, Regina Cassandra. She has starred in movies like 'Rajathandhiram' and 'Kedi Billa Killadi Ranga'.

Sharing his views on this breakthrough campaign, Siddharth Bindra, MD, BIBA, said, “This digital campaign is a personification of our deep-rooted brand foundation which makes BIBA the face of today's modern woman. Change is the only constant thing and it is indeed beautiful when it aims at the betterment of an individual or even society at large. This campaign is all about embracing and celebrating that change.”

Suva Ghosh, Founder and Chief Creative Officer, Brandmovers, said, “This film is a commentary on arranged marriages in India, where it's almost always on the woman to prove her merit. This is BIBA's stand on changing ideologies for a more progressive society.”

Brandmovers' Creative Director Naruttam Achowe added, “If change was as handy as change, the world would be a wonderful place. We just wanted to remind people that it is.”

Regina Cassandra, the protagonist of the film, also shared her thoughts. She said, “Marriage – is it every Indian woman's dream or woe? You have the power to make the decision. Make a change. Make it now!”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Ekta Dutta

Brand: BIBA

Agency: Brandmovers India

MD and Chief Creative Officer: Suvajyoti Ghosh

Creative Director: Naruttam Achowe

Copywriter: Adrijaa Sanyal

Account Director: Shekhar Ibhrampurkar

Account Management: Saurabh Sharma

Social Media Manager: Sreya Bose

Production Controller: ChetanJhadav

Production house: Chalk and Cheese

Director: Achowe

Executive Producers: Zico& Neil

Cast: Regina Cassandra, MenekaArora, Pawan Malhotra

DOP: Akhilesh Srivastava

Production designer: Diya Mukherjea

Costume stylist: Indrakshi Ria Pattanaik

Makeup stylist: Vidhi Salecha

1st AD: Monica Sanghani

2nd AD: Ujjwal

Line Producer: Manoj Singh

Production Manager: GautamAhire

Casting: Ria, Sanjay and Monica

Post Producer: Nagesh

Post studio: After

Editor: Aniket

Online editor: Rakesh

Colorist: Nicola Gasparri

Music: GauravChatterjee

Vocals: IsheetaChakravarty

Mandolin: Tapas Roy

Sound engineer: BiswadeepChatterjee

Sound studio: Orbis

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