Top Story

e4m_logo.png

Home >> Advertising >> Article

Vidya Balan debunks stereotypes in Nihar Naturals' #IAMCapable campaign

21-January-2017
Font Size   16
Share
Vidya Balan debunks stereotypes in Nihar Naturals' #IAMCapable campaign

Nihar Naturals has launched a new ad campaign that addresses gender stereotyping from the forefront. Starring Vidya Balan, who has been consistent in her positioning with the brand, the campaign depicts the societal perception of women in stereotypical scenarios such as a housewife in the kitchen, an airhostess on a flight deck and a manager in an office space. As women stereotypes have been prevalent for long, the brand decided to use this mind-set, which prevails even today, as the core idea for the content.

Commenting on the campaign, Suresh Eriyat, Studio Eeksaurus, said, “When I had structured the ad in my head, I felt we had a huge scope for bringing interesting art and humour to make the already interesting premise memorable. The kind of enthusiasm Vidya has shown in her consistent battle towards gender stereotypes has been healthy with the brand. Of course, working with her is always a joy considering her ease in delivering diverse performances, and also the way she stretches herself to help achieve a director's vision. I am happy with the way the film has turned out. It is the result of brilliantly coordinated team work, especially between the departments of art, camera, hair and make-up, and production.”

Beginning in various different sequences, the brand ambassador questions, ‘Dakho chool dekhe log ki ki bhabte shuru kore’ (Read: Look how people start judging you by your hairstyle), in rhetorical enthusiasm. The ad smartly uses creative sets and props propelled by an ingeniously modified machine to mechanically synchronise the background scenarios to match with Vidya's hairstyles and the photographer's perception. The ad has been scripted in Bengali, which is a widely-spoken regional language, thus, enhancing the scope of understanding among an urban and regional audience.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship