Nykaa and Blush roll out thought-provoking Karva Chauth ad

The video ‘Qaid’ features India’s first transsexual model Nikkiey Chawla

e4m by exchange4media Staff
Published: Oct 27, 2018 9:28 AM  | 3 min read

Nykaa, in association with Culture Machine’s digital channel Blush, released a video titled ‘Qaid’ featuring India’s first transsexual model, Nikkiey Chawla. ‘Qaid’ is set against the backdrop of Karva Chauth, and showcases the start of a new tradition, one with a deeper meaning.

Entangled in this theme, lies the story of Anusha and Kabir, a young urban couple who undergo one of the biggest changes in their relation that not only helps them understand who they are both individually and together, but also leads to strengthening of their bond.

The thought that drives the struggle in ‘Qaid’ is that of gender as a defining identity and how it dictates the way we celebrate our rituals, especially how the bond of marriage is viewed through a tradition like Karva Chauth. The overarching learning the video aspires to drive home is that it is essential to ‘CelebrateYou’ in any and every aspect of life. The video also features television actress Aakanksha Singh.

Talking about the campaign, Hitesh Malhotra - Chief Marketing Officer- Nykaa, says, “The mark of a great society begins with how deeply it acknowledges and cares about the challenges of its most exiguous minority groups. While the nation celebrates liberty for the L,G and B, let us not forget the T. Today, people need to understand the plight of nearly 21 million strong gender dysphoric population- a number equivalent to the population of Australia.”

“With this film, we want people to see that the difference between transsexual and transgender is the same as the one between a body and a soul. Since time immemorial, gender definition has been influenced by culture, class, and race but this idea needs an overhaul. With Qaid, through the lens of one of the most celebrated family ritual Karwa Chauth, we begin our sojourn towards this change,” he added.

Sharique Khan, Vice President – Brand Solutions, Culture Machine, says, “Gender diversity has existed throughout history and across the globe. One of the most fundamental aspects of a person’s identity, gender, deeply influences every part of one’s life. Where this crucial aspect of self is narrowly defined and rigidly enforced, individuals who exist outside of its norms, face innumerable challenges. This does not have to be the case.”

“Through a thoughtful consideration of the uniqueness and validity of every person’s experiences of self, we can develop greater acceptance for all. Not only will this create greater inclusion for individuals who challenge the norms of gender, it will create space for all individuals to celebrate who they are. With this common objective of creating awareness about gender dysphoria, harmoniously brought Nykaa’s vision and the storytelling of Blush together for this video,” Khan added. 

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