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Tag: Siddharth Bindra

  • Fourth film of the digital series by BIBA talks about 'body shaming' across age group

    Biba questions ‘body shaming’ culture in latest campaign

    By A Correspondent

     

    Biba Girls has launched a thought-provoking digital campaign – ‘ChangeTheQuestion’, a short film which questions the issue of body shaming. This film is an extension to the’Change’ series of campaigns by the brand.

     

    Conceptualised by Brandmovers, the #changethequestion film opens with a conversation between husband and wife while they are getting ready for an evening outing when they are interrupted by their daughter, who is dressed in her ethnic best. She asks them a seemingly a small question which urges them to introspect. The film reiterates the thought that ‘We are beautiful in our own way’

     

    Sharing his views on the film, Siddharth Bindra, Managing Director, Biba, said, “It’s the success of our earlier films and the conversations they sparked that urged us to create another film. We realized that in whatever way, we were bringing about a shift in people’s lives and perspectives. Similarly, this film touches on the topic of negative body image tactfully and how it’s a growing concern not only amongst women but young girls too. The film delivers a strong message through a very sweet story that is sure to have an impact on the audiences.”

     

    Added Suva Ghosh, Chief Creative Officer, Brandmovers India: “Just like with the earlier films which we have created for BIBA, the idea was to initiate a wave of change. We were working on a very strong insight with this film – women all over the world are worried about the way they look. We spoke to a lot of people and realised that the problem ran deep – a simple question like ‘Am I looking fat?’ can be damaging not just to themselves, but also to people around them. We are to be blamed for the world we are shaping; with such campaigns we are trying to strive to make the world a happier and a better one.”

     

  • BIBA introduces a new digital film addressing the issue of Dowry system in India…

    BIBA seeks to #ChangeThePerception in latest campaign

    By A Correspondent

     

    After its powerful message on gender prejudice in arranged marriages, BIBA has come up with 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, 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- #ChangeThePerception 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, 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”.