BIBA’s new arranged marriage commercial challenges stereotypes

Women's wear apparel brand Biba's latest video that is currently going viral in the virtual world has not only challenged stereotypes but been applauded for trying to portray a wave of change in the Indian society. Addressing the social issue of a bride usually not getting to have any expectations from the groom-to-be's family when it comes to pampering her, the video sees the girl's father demanding that the groom-to-be also learn to cook in order to take good care of his daughter in the future, thus challenging wide spread gender prejudices.

Sharing his views on this digital campaign, Siddharth Bindra, MD, Biba said, "This digital campaign is a personification of our deep rooted brand foundations which makes the brand the face of today's modern woman. Change is the only constant thing and it is indeed beautiful when it aims at the betterment of an individual or even society at large. This campaign is all about embracing and celebrating that change."

Suva Ghosh, Founder and Chief Creative Officer, Brandmovers said, "This film is a commentary on arranged marriages in India, where it's almost always on the woman to prove her merit. This is Biba's stand on changing ideologies for a more progressive society."