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Let mothers chase their dreams, says Biba

The ethnic clothing brand has released the third of a series of digital films with social messages. The film has been conceptualized by Brandmovers

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Let mothers chase their dreams, says Biba

Let mothers chase their dreams, says Biba

The ethnic clothing brand has released the third of a series of digital films with social messages. The film has been conceptualized by Brandmovers

BestMediaInfo Bureau | Mumbai | May 11, 2016

Biba Click on the image to watch the TVC.

The ethnic clothing brand Biba, has released a series of digital films with social messages with the tag #ChangewithBIBA. The third film in the series urges daughters to help their mothers chase their dreams.

The other two commercials in Biba's campaign were #Changetheconvention (against gender prejudice) and #Changetheconversation (questioning social inequality - dowry). The latest film in the series, timed with Mother's Day, calls for a change in perspective towards mothers, #Changetheperspective.

The film was launched to celebrate Mother's Day, which falls on the second Sunday in May ? and depicts a daughter's care and concern for her mother. The underlying message in the film is that mothers, who care for and nurture the dreams of their children, too could have a world of their own, given the opportunity to chase their dreams. Conceptualised by Brandmovers, the storyline of the film provokes introspection on the conventional attitude of children towards their parents. Mothers care for the dreams and aspirations of their daughters, but do daughters too do the same?

The first scene in the film is set in an average Indian home, where a mother is peering into a laptop resting on a dining table. The daughter returns home and demands to know what her mother is doing with a laptop, which she never uses. As she lifts the lid of the laptop, the daughter realizes that her mother had been scouting for suitable grooms for her and admonishes her mother for fretting over her future.

In the next scene, the daughter is typing into the laptop, with paper strips of embroidery patterns strewn all around it. Her mother walks up to her and wants to know what she is doing and the daughter says that she was trying to showcase her mother's talent to the world. She girl convinces her mother that it was not too late to follow her avocation and that once she was doing what she loved to do, she would not have the time to feel lonely. The mother is both moved and inspired by her daughter's words.

The film provokes thought on the conventional perception of mothers and subtly conveys the message that mothers too have dreams to chase, even though they often do not make any bones about them. This digital film is impactful and does touch a tender chord in the heart with its thought-provoking message. The complete absence of the brand in the film, as in the two digital films released before it, is somewhat strange, though.

Siddharth Bindra, MD, Biba said, “This film is very close to my heart as my own mother converted her dreams into reality 25 years back and started a clothing brand, which today the world knows as - Biba. This is what the film shows: it's not about age, it's all about the passion and accepting new societal changes. Through this film, Biba has yet again tried to show the true face of today's Indian woman - the Biba woman.”

Suva Ghosh, Chief Creative Officer, Brandmovers said, “Through this film, we wanted to speak to mothers who have sacrificed their ambitions for their family. We wanted to tell them that they can pursue their passion at any age and the best person to intimate that change in perspective would be their children.”

Creatives Speak

Emmanuel Upputuru Emmanuel Upputuru

Emmanuel Upputuru, Chief Integration Officer, ITSA said, “This is almost a nicely directed film. It could have been better scripted. The role of the product is missing - at least could have been more relevant. Looks like it has been inspired by Tumhari Amma for Omron by Dentsu. I hope the ones who created had a good reason for going this route and I hope they achieve their objective.”

Simi Sabhaney Simi Sabhaney

Simi Sabhaney, CEO, Dentsu Communications, felt that the film had captured the mother- daughter relationship in a beautiful way. She added, “A daughter is a mother's best friend. She understands her mother's vulnerabilities and her strengths; her anxiety and her excitement; her sacrifices and her dreams. This film captures a real, 'everyday moment' between a mother and daughter rather beautifully. It's indeed ironical that a daughter who comes into her own because of her mother's support finally inspires her mother to come into her own! A story well told.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Brandmovers India

Client: Ekta Dutta

Brand: BIBA

Creative Agency: Brandmovers India

Managing Director and Chief Creative Officer: Suvajyoti Ghosh

Copywriter: Adrijaa Sanyal

Account Director: Unnikrishnan Pillai

Account Management: Saurabh Sharma

Social Media Manager: Sreya Bose

Production House: The Square Peg Films

Director: Praveen Sharma

Executive and Creative Producer: Pooja Mishra

Production Team: Srishti Jain & Manish Purohit

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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