Indian ethnic wear Biba rolls out a campaign urging people to stop body shaming
India’s ethnic wear brand Biba has urged its audience to #ChangeTheQuestion when it comes to the way they look through its latest digital campaign.
The campaign, conceptualised by Brandmovers India, explains how parents getting conscious of their bodies can influence their kids into being paranoid about theirs, which is why they should do away with body shaming and be comfortable in their own skin.
Siddharth Bindra, managing director, Biba, said: “We were very overwhelmed with the success of our earlier films which initiated mass conversations all over social media. We realized that in whatever way, we were bringing about a shift in people’s lives and perspectives. Body shaming is an important problem in today’s world and we wanted to bring attention to the fact that we may all be taking part in it, even if we don’t intend to. Especially as parents, we must be doubly careful.”
Chief creative officer of Brandmovers India, Suva Ghosh, said: “Just like with the earlier films we created for Biba, the idea was to initiate a wave of change. We were working on a very strong insight with this film – women all over the world are worried about the way they look. We spoke to a lot of people and realized that the problem ran deep – a simple question like ‘Am I looking fat?’ can be damaging to not just themselves, but also people around them. We are responsible for the world we are shaping; let’s strive to make it a happier one.”
Biba has rolled out a website to further expand the campaign.