Ethnic wear Biba launches a film against dowry in India

Biba, an ethnic wear brand, recently launched the second film for its umbrella campaign ‘#ChangeIsBeautiful’. The film addresses the issue of dowry, and how it continues to be present in society even after so many years.

The film has been designed and conceptualised by Brandmovers and tries to drive home a strong message. It talks about how the older generation still believes that dowry is the birthright of every groom on account of being a man. It shows a couple who have fixed a match for their son and a grandmother who believes in dowry. It is, however, the reaction of the couple to the demand than will leave the viewers amused. The film talks about the change that is slowly setting in society, as depicted in the film.

Siddharth Bindra, MD, Biba, informs that the film is the second one of the campaign #ChangeThePerception which is part of the #ChangeIsBeautiful series. The film, he says, is all about embracing and celebrating the change that is slowly coming in. Biba wants to be the face of modern Indian woman. The first film in the series was about gender prejudice in arranged marriages. Biba’s ultimate aim is to establish a forward-thinking family.

Biba was set up in 1989 and today its products are available through 197 stores in 78 cities. Its target audience is in the age group between 25-45 years. The Indian women’s ethnic wear market is pegged at Rs 54,000 crores plus and is projected to grow over 10 per cent. Some of the players include Biba, Craftsvilla, W, Fabindia and Anouk.