Vivel's #AbSamjhautaNahin campaign urges women to question stereotypes

The new campaign conceptualised by Blush inspires women to voice their opinion and believe in themselves.

e4m by exchange4media Staff
Updated: Sep 17, 2016 7:31 AM
Vivel's #AbSamjhautaNahin campaign urges women to question stereotypes

Vivel, from the house of ITC and Culture Machine’s Lifestyle digital channel ‘Blush’ is once again back with a powerful campaign titled #AbSamjhautaNahin, featuring Amitabh Bachchan. The new campaign inspires every woman to say ‘NO’ to a life full of compromises.

According to a statement released by Blush, “It’s very important to voice your opinion and believe in yourself. This belief is lost somewhere; we aim to revive this trail of thought in our latest video. Vivel was the best brand to partner with for this video as the concept is a perfect blend with their brand ideology."

The video encourages women to challenge time-worn mindsets that stereotype and at times impede their lifestyle choices.  It encourages them to live a life equal to their male counterparts and features women from all walks of life who are facing an inner conflict with their real emotions.

The campaign is designed to encourage discussion around age-old gender biases, inspire young women to question the limits that they have been conditioned into accepting and empower them to live fuller and more equal lives.

Social media noise:

The video has garnered around two lakh views on Blush’s YouTube channel and the hashtag #AbSamjhautaNahin is trending on Twitter for the last two days.

Here are some excerpts from Twitter:

Previous campaign:

Blush in their last campaign titled ‘‘ChangeTheRhyme’’, tied up with Dove and challenged the notion of ideal beauty. The brand hit the right chord by citing the example of sportswomen in India who break the rules of beauty. Dove used it as an opportunity to start a dialogue that questioned how innocently a nursery rhyme became a prop to seed a narrow beauty ideal among young girls.

The brand and the agency together used the popular nursery rhyme ‘Chubby Cheeks, Rosy Lips…’ in their video where they 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.

You can watch the video here:

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