~ Kolla Krishna Madhavi
Why ask a woman what you wouldn't ask a man?
A typical "shaadi" wali mahaul - a few cousins are chatting and joking around. Shyam is a young engineering student who is smug about his academic performance. He is seen discussing his grades with a cousin (girl).
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| BIBA #ChangeForProgress Image Courtesy: BIBA, YouTube |
Shyam smirks while discussing his marks and says, "main set hoon", but his cousin seems a little less sure. There is an awkward pause. Another girl responds, "Enough yaar. Bas karo yeh engineering talks."
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| BIBA #ChangeForProgress Image Courtesy: BIBA, India News Calling |
Meanwhile, an elderly relative joins them and asks what is happening. He sits down and asks Shyam how his studies are progressing. "Padayi wadayi kaise chal rahi hai?" Shyam says he has done well so far and is waiting for his final results. If all goes well, he will apply for his Masters in top universities.
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| BIBA #ChangeForProgress Image Courtesy: India News Calling, BIBA |
The uncle very condescendingly replies that it is all very good and it is a very good plan but what is the use of studying so much as "aage chalkar settle hokar ghar hi tho sambhalana hai tumhe".
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| BIBA #ChangeForProgress Image Courtesy: BIBA, Aksharit |
Shyam takes a moment to comprehend what his uncle says as it is totally unexpected. He is taken aback and his face goes devoid of color. Shyam turns to look at his cousins as the message slowly sinks in.
A young lady who was discussing her engineering marks with Shyam turns to the camera and says, "Odd laga na! Hume bhi lagta hai."
Role reversal indeed!
Part of BIBA India's "Change" series, the commercial beautifully challenges the deeply-rooted lackadaisical attitude toward a woman's education and career plans in the country. On the flip side, a man's education and career plans are given far more importance.
Directed by Aakash Motiani, Paper Planes Pictures Pvt. Ltd., the special International Woman's Day film doesn't focus on the clothes, which is the product of Biba. The product is merged seamlessly into the air of festivities and it is the strong woman-centric message, which takes center stage.
BIBA #ChangeForProgress
Video Courtesy: BIBA, YouTube
Video Courtesy: BIBA, YouTube
What if men were to be asked the same agonizing questions that women are asked? Would things be far different?
In a departure from the conventional, the ethnic apparel brand effectively highlights some of the age-old culturally normalized notions on gender roles!
Video Courtesy: BIBA, Paper Planes Pictures Pvt. Ltd., Brandmovers India, YouTube & other online resources.
Resources:
https://www.socialsamosa.com/2018/03/international-womens-day-campaigns-2018/
https://aksharit.org/2018/03/08/bibas-changeforprogress/
https://www.owler.com/reports/biba/press-release--biba---biba-s--change--series-comes/1520404920011
https://www.mullenlowegroup.com/news/brands-celebrated-international-womens-day/
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