By A Correspondent
Contract Advertising’s new film for Dabur Gulabari captures how girls grow up with biases and stereotypical judgements based on their looks.
Speaking about the film, Minoo Phakey, Head of Marketing Skin & Salon Business at Dabur says, “Dabur Gulabari speaks to the teenage girl who is suddenly overwhelmed by new choices and vulnerable to people’s opinions and judgements. Dabur Gulabari empowers the young teenage girls to continue to pursue their tough passions without worrying about their skin.†says. “Dabur Gulabari products are perfect for the gentle care needed by this TG, who are as yet uninitiated in the world of cosmetics.â€
Dabur Gulabari is a brand which has been around for decades but has repositioned itself as a teenage expert in the last couple of years. Dabur Gulabari has also diversified into various skincare products aimed at its new audience.
“This one is for our daughters. We try as parents to give them an upbringing that allows them to develop as they wish to. Be who they want to be. But ultimately we are to blame for heaping pinks and dollhouses on them. We are the cliché,†says Mayur Hola, EVP and ECD at Contract Advertising.
“The client gave us this opportunity to correct a part of ourselves and I hope a part of the viewing audience with this skin care project. Our first question to each other hence was why should communication for skin care be like communication for skin care? The result is this piece with the help of this impressive young mountaineer we found. Early trends certainly suggest that we might have made an impression. Now to push it even further with our successive efforts,†he adds.
The social experiment has been viewed around 80,000 times on YouTube over a short period of time. The film has been trending on social media with the hashtag #AmPrettyTough.