Campaign: Change is Beautiful
Agency: Brandmovers India
The digital film opens with a girl getting dressed in Indian attire to meet a prospective groom and his family waiting downstairs. As the boy’s family later approves of the girl, the girl’s father intervenes that they would like to assess the boy’s culinary skills as well. The girl’s mother reveals that the boy can’t even boil water, and makes instant noodles at best. Saving the situation, the groom-to-be invites the girl’s family over after 10 days, during which time he will learn how to cook. The film ends with a super that reads, ‘Change is Beautiful’.
If one takes into account the last couple of years, it seems that brands have taken it upon themselves to further the crusade of women empowerment. From Airtel’s ‘Woman boss’ ad to Anouk’s ‘Lesbian’ ad, brands across categories have become more women-centric and portray women as protagonists.
Many years ago, Fastrack started the trend of asking the urban youth to be themselves and do what they wanted to. It was soon followed by matrimonial websites highlighting that a woman’s opinion and choices matter. Soon, we saw other categories, especially new-age clothing brands, launching campaigns talking about the ‘change’. BIBA, a homegrown ethnic wear brand, has joined the bandwagon with its latest ‘Change is Beautiful’ digital campaign. The film addresses issues of the typical arranged marriage setup wherein a bride is the one who is usually tested on her household capabilities. Keeping this in mind, the two-minute long video, currently airing on digital media, shows the father of the bride demanding that the groom-to-be should also learn to cook in order to take good care of his daughter, thus challenging patriarchal society norms.
Says Siddharth Bindra, MD, BIBA, “We are a woman’s brand and want to talk about issues related to her. And since digital is a powerful medium as well as a cost-effective way to tell longer stories, we opted to tell our story on it.”
Having said that, the advertisement also features a ‘dusky’ woman as the protagonist, played by south Indian actress Regina Cassandra. Killing two birds with one stone? Though the digital campaign has gone viral (more than 14 million views), it fails to answer some basic questions. For instance, how are things going to change if the would-be husband knows how to cook or not? Does it suggest that while the wife works (which hasn’t been shown anywhere in the film), the husband will stay at home and cook? Perhaps it is now fair to say that equality and empowerment cannot be justified simply by a role-reversal exercise.
Also, the campaign is a tad too late. Brands like Tanishq, Shaadi.com and Havells have already created successful campaigns on the same topic. Nonetheless, the story flows well and the campaign has been able to capture attention.