Biba questions ‘body shaming’ culture in latest campaign

30 Aug,2017

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.”

 

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