Vidya Balan debunks stereotypes in Nihar Naturals' #IAMCapable campaign

Scripted in Bengali, the new ad has been conceptualised by BBH and produced by Studio Eeksaurus

e4m by exchange4media Staff
Updated: Jan 21, 2017 8:38 AM
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.

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