BIBA: #ChangeForProgress #PressForProgress (Digital Film March 2018)

~ 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).

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."

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.

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". 

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

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!

Images Courtesy: BIBA, Paper Planes Pictures Pvt. Ltd., Brandmovers India, Google Images, and other online resources.
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/

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author.
Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.

Mirinda: #ReleaseThePressure (Ad 2017)

                                                                                 ~ Kolla Krishna Madhavi

"Because happy mind se padhai bhi hoti hai maze se puri, isiliye thodi #Pagalpanti is so zaroori!"

While the exam fever is sweeping the nation and quite a few (including parents and students) are in the grip of Textbooks, Date Lines, Exam Schedules and Hall Tickets, Mirinda Orange's ad highlights students distress during an exam season.

 

     Mirinda Soft Drink
      Image Courtesy: Exchange4Media.com

PepsiCo's India-owned Mirinda #ReleaseThePressure campaign is aimed at both parents and children. The aim is for parents to reduce the pressure on their children while also having fun. The latest ad featuring a boy who offers the flavored sparkling drink to his parents to loosen them up and destress definitely focuses on the product, but also takes an effective swipe at the build-up of parental pressure on children, especially during exams.

Mirinda Soft Drink
  Image Courtesy: ZopNow.com

Although told in jest, with a young teenager making funny faces at the camera while speaking of how his parents and grandmother have cut away all digital connections to help him focus better on his board exams, the ad by BBDO India still strikes a chord. The youth gives a voice to his feelings and advocates the importance of releasing stress and creating those joyful moments even in the midst of serious studies.

                                                                                 #ReleaseThePressure TVC (Hindi) 2017
                                                                                       Video Courtesy: Mirinda India

The campaign is in its ver. 2.0 and is a part of the fizzy orange drink’s larger initiative with Fortis. In India since 1991, the soft drink may have limited nutritional value, but the commercial definitely gives out a very pertinent message to parents. It surely resonates with a significant part of the country's population for whom academic excellence is an important yardstick to measure the worth of a child. Instead of allowing children to flourish naturally at their own pace and help build their self-worth, parents in their zeal to do the best for their children, set some unrealistic benchmarks for them. These expectations can often tilt toward "pressure-to-perform" scales that are tailored for a better societal acceptance.

In a child's journey, parental pressure can be as detrimental as peer pressure.

Homes need to be nurturing havens, not pressure zones for children!

Images Courtesy: Mirinda, BBDO India, Rising Sun Films, Google Images, and other online resources.
Video Courtesy: Mirinda India, BBDO India, YouTube & other online resources.

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author. Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.

Hamam Neem: #GoSafeOutside (TVC 2017)

~ Kolla Krishna Madhavi

While a social change is sweeping across the country, the Hamam Soap ad launched in July 2017 is also doing its bit to bring in a change not just in the thinking of the society, but in equipping oneself for an unwarranted possibility, especially young girls.

Hamam Ad #GoSafeOutside 2017
https://www.kulzy.com

The commercial starts off with the mother catching a news snippet about it being unsafe for women to step outside. She gets apprehensive and when her daughter suggests going alone for tuition, the mother insists on taking her. Seems to be as expected so far, but instead of taking her for tuition, the mother takes her to learn "Silambam", an ancient martial art for self-defense (which was often restricted to men).

Hamam Ad #GoSafeOutside 2017
https://d3bzyjrsc4233l.cloudfront.net/

Later (once her daughter has earned her belt), when her daughter asks her if she is not going to take her to tuition, the mother responds, "No, because now you are ready to go out alone".

Conceptualised by Ogilvy Mumbai, Hamam through its ad is trying to champion safety for women. The message is sensitive and addresses a very important aspect of being properly kitted out. Instead of getting caught off-guard, the mother tries to instill the right level of self-preparedness and confidence in her child. When the girl questions her mother on why she is being made to undergo so much difficulty learning "Silambam" while it is so hot, her mother's statement, "Because I'm your amma" (mother) says it all. 

HUL's Hamam soap was launched in 1931. Since then, the company has a legacy of promoting natural ingredients for skin care, but the recent ad series has stepped up with its active focus on empowering the youth brigade. It is a conscious shift in the brand's approach from just skin cleansing as a part of one's daily ritual to developing safe practices in one's daily life. 

Although the ad is targeted primarily to one state, its message holds good for a wider audience. And irrespective of gender, one needs to be prepared for any eventuality, even if it means going through tough preparation now. 

Get strong and be ready to face the world! 

Go Safe Outside!

                                                                                 Hamam Ad #GoSafeOutside 2017
                                                                            Video Courtesy: Hamam #GoSafeOutside

Images Courtesy: HUL, Hamam, Ogilvy Mumbai, Google Images & other online resources.
Video Courtesy: HUL, Hamam, Ogilvy Mumbai, YouTube & other online resources.

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author. Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.

Surf Excel Detergent Powder: Daag Acche Hain #HaarKoHarao (TVC 2017)

~ Kolla Krishna Madhavi

In a world where we shun dirt and stains and the entire focus is on achievement vs. learning, Surf Excel's continuing advertising campaigns celebrating stains based on their proposition that "Daag Acche Hain" stands out with not just the visual impact, but the valuable message it unfolds.

Surf Excel
Image Courtesy: Lowe Lintas

The recent Surf Excel Easy Wash ad shows a young boy, Ayush's team losing their 5th cricket match. The coach is highly disappointed and decides to resign from coaching. As he is walking away, we see Ayush rolling in the cricket ground and getting muddy in the process. When the coach comes to admonish him for spoiling the ground, Ayush tells the coach that it is because they had lost the match again. The coach tells him it is not the last match. The boy then questions the coach that if it is not the last match, then why is the latter quitting. They lost today, but could win on another day. The coach realizes his mistake and puts back his coach's cap. They decide to start training early morning from the next day. 

Surf Excel
Image Courtesy: https://i.ytimg.com/

It is an extremely thought-provoking ad. Taking Surf Excel's decade-long campaign: "Dirt is Good, Surf Excel Hai Na" further to "Haar Ko Harao", the advertisement conveys not just the core purpose of the detergent powder, but strongly promotes the philosophy that if a child is getting dirty while defeating failure, then it is totally acceptable. 

The ad also showcases important life values of positivity, motivation, and sportsmanship among children. 

Leveraging on the innocence of children, the teams of HUL and Lowe Lintas are trying to use the "Engine of Dirt" to creatively inspire parents, teachers, and society at large to change their perspective on failure. This ad is a big departure from the challenges faced by today's parents and adults in general, who are highly achievement-oriented and conditioned to deal more negatively with lack of success, unlike children who tend to learn from their failures.

Haar Ko Harao!

Surf Excel Detergent Powder

Source: Surf Excel

Images Courtesy: HUL, Lowe Lintas, Google Images & other online resources.
Video Courtesy: YouTube, Surf Excel: Daag Achhe Hain - #HaarKoHarao

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author. Subject to Copyright @2018.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.