The brand launched an ad campaign “Change Is Beautiful” highlighting the need for gender equality.
The Indian ethnic fashion brand, Biba, is known for celebrating womanhood in the most ethnic and traditional way. Biba recently launched a wonderful ad campaign called “Change Is Beautiful.” This campaign is a modern take on the gender inequality in India. The two-minute video beautifully addresses the gender prejudices and gives a needed message.
Biba’s very first ad campaign performed well on social media. The video tries to break the barrier of the patriarchal society of how women often compromise on their happiness and are expected to cook and take care of other household chores irrespective of she is working or not. Gender discrimination is a big problem in Indian society and the traditional patriarchal norms make women feel the secondary status both at home and workplace. In the Gender Inequality Index (GII) for 2014, India ranks 130 out of 155 countries. This discrimination affects the health of women as they get burdened by domestic responsibilities.
Biba: Biba Apparels Private Limited, founded in 1986 in New Delhi, is the Indian fashion giant that stands true to its name. Biba has 150 stores and 225 multi-brand outlets and known for its tasteful collection.
BIBA is one of the best loved ethnic fashion brands in India offering trendy dresses, suits and more.
Unstitched suits and a festive collection for two-to-12-year-old girls cater to the full demands of a woman.
Mrs. Meena Bindra, the founder of Biba established the brand in 1986.
The word “biba” is a Punjabi endearment for a young and pretty girl.