Biba, the ethnic apparel brand for women, is back again with its second campaign under its #ChangeIsBeautiful series. After winning hearts with its first digital film on gender prejudice, the brand has focussed on the social evil of dowry in its latest ad spot.
The film, posted on Biba's official YouTube channel on International Women's Day (March 8), has so far garnered 1.6 lakh views.
Conceptualised by the digital agency Brandmovers, the current campaign has been created post the encouraging feedback on Biba's first ever digital film. According to Suva Ghosh, chief creative officer, Brandmovers, the campaign, #ChangeTheConvention (the brand's previous film) sparked a lot of conversations on social media about levelling the ground for men and women in our social structure.
"Taking that a step forward, the latest video, #ChangeTheConversation was conceptualised with the idea to make a witty statement about the more serious social evil of dowry," he notes.
Talking about retaining freshness in the narrative about a done-to-death topic such as dowry, Ghosh says that the major challenge was to make a subtle yet effective statement about a subject as hard-hitting as dowry.
"And, at the same time, we ensured that we didn't trivialise the issue. The campaign clearly shows an ideological difference between contemporary and old-school thinking, and through humour, manages to show the gaping holes in the dowry system. The bride and her family were kept out intentionally in order to highlight the fact that the change in perception was happening from the groom's side," says Ghosh.
After the video was released on March 8, a Twitter activity was executed around the concept of arranged marriage and dowry using #ChangeTheConversation.
The hashtag, claims the brand, trended all over India for over eight hours. Taking the engagement a notch higher, Biba intends to launch a 'Change Is Beautiful' website where opinions will be invited about the existing videos and users will be asked to tell us which other social evils they would like to change.
Our experts give a big thumbs-up to the new Biba campaign. However, its previous campaign continues to be the winner.
Jagdish Acharya, founder and creative head, Cut The Crap, appreciates the latest Biba campaign for staying on course and not let the brand meddle with it, or even allow a close-up of the product. He, however, feels that the current film lacks the edginess of the previous one for two reasons.
Acharya notes that while both the Biba films showcased the change in parents considering the context of arranged marriages, it is a bold move by the brand as its own consumer target group is a generation younger.
According to Gurbaksh Singh, chief creative technologist, Dentsu Webchutney, the video flows seamlessly and drives the message home.
"The treatment plays a key role in bringing out the message. With this, the older generation has been made a part of, even the harbinger of this change. Usually, older people are averse to change," Singh points out, though he feels that the build-up in the previous campaign was stronger.
Joono Simon, CEO and chief creative officer, Brave New World, feels that to leverage a social issue seems to be the easiest decision for marketing and agency teams. He believes that the trend of hopping on and off causes makes brands look opportunistic and dishonest unless backed by sustained effort post-campaign.
"Having said that, dowry is a social evil that needs to be talked about. Attempts like this are welcome for the fact that, at the very least, they could trigger off a conversation. This isn't an irrelevant issue and for this reason, the ad will get noticed," he says.
Simon adds though that unlike the previous campaign, the ending in this film is not clear. "Instead of asking for dowry, are we trying to create a new tradition of giving away stuff for charity? The ad would have had more impact if the woman was the one who stood up for herself and delivered the final line to resolve the issue," he says.