#AbSamjhautaNahin campaign; ‘Ventriloquist’ Amitabh Bachchan on attitude towards women

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New Delhi | Updated: Sep 27, 2016 8:04 AM

Vivel hits the right note in its new digital campaign with ventriloquist Amitabh Bachchan addressing the attitude and behaviour towards women.

The Ad

The two-and-a-half minute video shows women from different walks of life sitting on a bench. Amitabh Bachchan, sitting next to them, gives voice to their thoughts highlighting the way women are judged based on what they wear, do, who their friends are, their lifestyle and work choices, how ambitious they are, etc.

Our Take

‘Pink’ is clearly the colour of the season and coincidentally, Bollywood veteran Amitabh Bachchan has a lot to do with it. Whether we talk of the recently released feature film (Pink) or the #AbSamjhautaNahin digital ad for Vivel on Culture Machine’s online channel Blush, Bachchan is seen exposing gender bias and championing equality. The Vivel film features Bachchan as the ‘conscious voice’ of every woman, aiming to inspire them to challenge time-worn mindsets that stereotype and at times impede their lifestyle choices.

From a media professional looking for a house on rent to a teacher teaching, “Mummyji ki roti gol, Papaji ka paisa gol”, women across sections are shown feeling or saying things which are stereotypical of a patriarchal society, sometimes unwittingly becoming the very part of the social fabric that often goes against them. The YouTube page says, “What if we were to eavesdrop on snippets of regular, everyday statements that a modern Indian makes in a day?”
The video inspires every woman to say no to a life full of compromises, showing the effects our thinking has on our words, choices, decisions and reactions while highlighting that women today are victims of moral policing, gender stereotyping and subconscious body shaming.

“What will people think”, “Wear appropriate clothes”, “Salary structure cannot change; HR policy”, are not uncommon sentences for us to hear these days. Women today are asked about their marriage plans or if they plan to start a family while applying for a job. And silently, by just saying “I’m fine”, women across ages and sectors have been compromising their dreams and aspirations almost like a habit. The bias highlighted in the film has been shown through various campaigns before as well. But Bachchan as the ventriloquist — the voice mirroring our society — packs a powerful punch.

“This time, we wanted to go beyond beauty discourses to address attitudes and behaviour towards women. Bachchan’s voice brings even more gravitas,” says Siddharth Narula, president, Culture Machine.

Sameer Satpathy, chief executive, personal care products business, ITC, says, “Vivel hopes to inspire women to question the limits they’ve been conditioned into accepting and maximise their potential and live fuller lives.” We like this one for its simple execution and finesse.

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