Dove India and Culture Machine’s Lifestyle digital channel ‘Blush’ have created a new campaign titled ‘ChangeTheRhyme’ which challenges the notion of ideal beauty. The video has garnered half a million views within less than 24 hours. With Olympics happening at Rio, the brand has hit the right chord by taking the perfect example of sportswomen in India to break the rules of beauty. Dove has infact used this as an opportunity to start a dialogue that questions how innocently a nursery rhyme became a prop to seed a narrow beauty ideal among young girls.
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The brand and the agency together have used the popular nursery rhyme ‘Chubby Cheeks, Rosy Lips…’ in their video where they have closely observed the verses which made them wonder if this is the first seed of a singular beauty ideal that young girls are exposed to? In response to this, they were compelled to make the video ‘Is that you’ which breaks the rules of beauty.
According to statement issued by Blush, the creative strategy behind the video has been, “Every woman is a hero who needs to unleash her inner fighter to win over the world. Through this video, we aspire to break up the monopoly that ‘light’ skin, ‘coloured’ eyes, ‘lustrous’ hair etc. are supposed to have over our sense of value. In multiple cultures, dark skin for instance, is constructed as beauty’s arch-nemesis, something that must be repressed and stunted at all costs. What’s disturbing is, all of these adjectives have been ingrained in our minds since childhood with the nursery rhymes we are taught in schools. This video was created because it is high time our society realised their faults in defining a woman’s standards.”
Sameer Pitalwalla, CEO & Co-Founder, Culture Machine said, "Is That You? Video on our digital brand Blush has surpassed our expectations and taken the internet by storm with half a million views within less than 24 hours of its release. The response is a strong validation of the fact that quality content will continue to garner eyeballs and create an impact. We couldn't have been more delighted to partner with a powerful brand like Dove for this heartfelt video."
Below is an excerpt of conversation on social media: