~ BIBA introduces a new digital film addressing the issue of Dowry system in India…ends with a positive note of ‘adapting the change’~
8th March, 2016:BIBA – the leading ethnic apparel brand has always been a pioneer in setting trends in ethnic wear.After its powerful message on gender prejudice in arranged marriages, has come up with yet another gripping digital film on Dowry-a social iniquity which is still prevalent in our society. The film was launched on the eve of International Women’s day to mark the day and to send out a strong message.
The second film draws attention towards the mindset of the older generation, who still believe that dowry is the birthright of every groom on account of merely being a man. It showcases an average age couple who just have fixed a match for their son and a grandmother who still believes in seeking dowry; the reaction of the couple to this demand will leave the audience amused.
The film subtly talks about the change that is slowly occurring in the minds of people as they realize that deep-rooted practices like dowry are archaic in value and hold no relevance in today’s vastly progressive world. This change in attitude has not just transpired in the bride’s family but also in the groom’s family.
Sharing his views on this digital film, Mr. Siddharth Bindra, MD, BIBA said, “After a grand success of our first digital film, BIBA is pleased to present the second film of the campaign- #ChangeThe
Conversation as a part of the Change Is Beautiful series. The feedback encouraged us to move forward and take up another, more serious social issue of the Dowry system. With this ad film we have attempted to take a different and positive take on the changing world. As an ode to womanhood, BIBA dedicates this ad film to the Indian woman on this International Women’s Day and beautifully captures the message of- Change Is beautiful. This film is all about embracing and celebrating that change.”
Biba’s stand for changing ideologies in order to establish a forward-thinking society also managed to instate that change is always beautiful and better! The Chief Creative Officer of Brandmovers, the agency behind the conceptualization of this film and Biba’s digital agency on record, Mr. Suva Ghosh said,” Dowry has been a tradition in our country for years and still continues to be. We wanted people to realizethat their take on this issue is mistaken, especially the generation that still refuses to see it as a social evil through this witty take on the issue and extend BIBA’s stand of changing the convention”.
The digital film is an impactful portrayal of the beauty which lies in embracing change and BIBA is undeniably going to strike yet another chord with this new film. As BIBA heads towards not only pioneering innovations in ethnic wear, but towards becoming the face of the modern Indian woman, this film is another step forward in that pursuit.
