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Amitabh Bachchan and Vivel come together for Culture Machine's latest digital video

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 14, 2016
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In the video #AbSamjhautaNahin, Bachchan urges women to say no to a life full of compromise.

'A right can never be silenced', says Amitabh Bachchan in the latest video by Culture Machine's digital channel Blush. The two-and-a-half minute video, presented by Vivel, in association with Pink (Bachchan's upcoming movie) and Blush is the latest addition in the Unblushed series.

The series showcases common everyday problems faced by girls such as her sartorial choices, people she befriends, her workplace, and even the route through which she commutes and how people expect her to compromise with her dreams and aspirations due to the prevalent gender bias.

Amitabh Unblushed

In a call-to-action manner, the ad film, written, edited, and directed by Akanksha Seda, features women from all walks of life, and encourages them not to tolerate any kind of bias and live a life equal to that of their male counterparts. The sound and music has been composed by Ankur Shrivastava.

A note on Blush's YouTube channel reads:

What if we were to eavesdrop on snippets of regular, everyday statements that a modern Indian makes in a day. #AbSamjhautaNahin shows the effect on our words, on our choices, on our decisions and reactions, that women today are a victim of judgement, of gender stereotyping, of subconscious body shaming and moral policing, more so today, than ever. So much so, we believe we're speaking out of our own volition, backed with absolute neutrality, with no shades of gender bias. But the truth is the most harmless and functional words and sentences in our lives are the biggest testament of how a society, a dominant ideology, is forcing us to think, and speak, sometimes without our knowledge. And, women are speaking that language. Can we hear it? In this Blush and Pink association, the voice of Amitabh Bachchan is that of a ventriloquist, it is the voice of our society. This voice also comes back in the end to show us a mirror and to reveal the hard-hitting reality.

"It's very important to voice your opinion and believe in yourself. This belief is lost somewhere; we aim to revive this trail of thought in our latest video. Vivel was the best brand to partner with for this video as the concept is a perfect blend with its brand ideology," says Culture Machine's digital channel Blush in a press release.

In the recent past, Dove and actor Radhika Apte have been associated with Culture Machine as part of the videos created by Blush.

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