Biba' s innovative take on its marketing campaign - Change is Beautiful

BIBA - the leading ethnic apparel brand has taken a step ahead and is seen addressing a social issue with a full-fledged digital marketing campaign. The brand has come up with a powerful digital film showcasing the wide spread gender prejudices in our culture when it comes to arranged marriages. Change the Convention  #ChangeIsBeautiful is a light yet thought-provoking take on arranged marriages in India. Our societal structure is such that a woman is made to be the weaker link in the partnership that is marriage. This age-old conditioning has been questioned beautifully in this film which says that if a woman has to prove herself to be worthy of the man, why not the other way around as well?

The film which shows the regular scenario of an arranged marriage setup ends on an unpredictable yet amusing note. With this digital film, the brand is depicting the dire need of a mindset change in our subtly patriarchal society. BIBA has always been about the woman of substance and the concealed yet very-much-present strength which the new age woman commands for herself. The film features a well-known south Indian actress Regina Cassandra who has starred in movies like Rajathandhiram, Kedi Billa Killadi Ranga.

Sharing his views on this digital campaign, Mr. Siddharth Bindra, MD, BIBA said, “This digital campaign is a personification of our deep rooted brand foundations which makes BIBA 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”.

"If change was as handy as change, the world would be a wonderful place. I just wanted to remind people, that, it is.", said Naruttam Achowe, Creative Director, Brandmovers.

Regina Cassandra, the protagonist of the film, also shared her thoughts, “Marriage - every Indian woman's dream or woe? You have the power to make the decision! Make a change! Make it now!"

The released digital film is an impactful portrayal of the beauty which lies in embracing change and BIBA is undeniably going to strike a chord with such a powerful campaign. As it is, BIBA has always been about ethnic wear which are much more than just tradition silhouettes…they are the emissaries of evolving fashion for the modern Indian women.

You can watch the ad on:


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