Top Story


Home >> Advertising >> Article

Vidya Balan debunks stereotypes in Nihar Naturals' #IAMCapable campaign

Font Size   16
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.


Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions