Dabur Gulabari #AmPrettyTough

Contract Advertising’s new film for Dabur Gulabari captures how girls grow up with biases and stereotypical judgements based on their looks. Interestingly, here’s a skin care brand which is actually trying to spur girls to break stereotypes based on looks, and achieve what people don’t believe they can achieve. It all falls in place with the question, ‘Why should tough girls look tough?’

 

Speaking about the film, Minoo Phakey, Head of Marketing Skin & Salon Business at Dabur says, “Dabur Gulabari speaks to the teenage girl who is suddenly overwhelmed by new choices and vulnerable to people’s opinions and judgements. Dabur Gulabari empowers the young teenage girls to continue to pursue their tough passions without worrying about their skin.” says. “Dabur Gulabari products are perfect for the gentle care needed by this TG, who are as yet uninitiated in the world of cosmetics.”

 

Dabur Gulabari is a brand which has been around for decades and enjoys 100% awareness, but has repositioned itself as a teenage expert in the last couple of years. Dabur Gulabari has also diversified into various skincare products aimed at its new audience.

 

“This one is for our daughters. We try as parents to give them an upbringing that allows them to develop as they wish to. Be who they want to be. But ultimately we are to blame for heaping pinks and dollhouses on them. We are the cliché, says Mayur Hola, EVP and ECD at Contract Advertising.

 

“The client gave us this opportunity to correct a part of ourselves and I hope a part of the viewing audience with this skin care project. Our first question to each other hence was why should communication for skin care be like communication for skin care? The result is this piece with the help of this impressive young mountaineer we found. Early trends certainly suggest that we might have made an impression. Now to push it even further with our successive efforts,” he adds.

 

The social experiment exposes the biases faced by teenagers with a powerful example of someone who has broken society’s stereotypes to achieve superlative feats. At 13 years old, Jaahnavi Sriperumbuduru’s had climbed the highest peaks in Africa and Europe, was preparing to conquer Australia’s highest peak and counting steps towards Mt. Everest.

 

According to V. Bhaskar Preenja, Senior Vice President – Account Management at Contract Advertising, “In challenging negatives that affect our TG, we are building a positive relationship with them. This was the primary intent of the film, and I see that the subject is resonating well with teenage girls.”

 

The social experiment has been viewed around 80,000 times on YouTube over a short period of time. The film has been trending on social media with the hashtag #AmPrettyTough.

The film can be viewed her.

 

Creative Team:

Ashish Chakravarty, Mayur Hola, Madhumita Deb, Ritu Sinha, Kavita Ojha, Sugato Roy

 

Account Management Team:

V Bhaskar Preenja, Viksit Jain

 

Production House: Inglorious Films Director: Norten Menezes, Director of Photography: Hari Vedantam, Producer: Niraj Kothari, First Assistant Director: Vardhan Ketkar, Second Assistant Director: Amit Mishra, DA: Malcolm Noronha