KYOORIUS ADVERTISING AWARDS - Film Craft (Direction)

Dove #StopTheBeautyTest - Hindustan Unilever Ltd - Dove JPG
Dove #StopTheBeautyTest - Hindustan Unilever Ltd - Dove MP4 2m:16s

Dove #StopTheBeautyTest - Dove
Client: Hindustan Unilever Ltd
Entrant: Chrome Pictures

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Dove #StopTheBeautyTest - Dove - Hindustan Unilever Ltd

Baby Blue Elephant

Entry Title: Dove #StopTheBeautyTest
Brand: Dove
Client: Hindustan Unilever Ltd
Description: 5 real women, bring alive what happens to a young woman in India as she starts out on her journey to find her life partner. In the film you see they are put through a Marriage Beauty Test by the groom and his family. Where they are rejected either because of their weight, colour, height, curls, even birthmark. The protagonists are rejected brides in real life. Rejected because they do not confirm to society's idea of a beautiful bride, which is tall, fair, slim with long straight hair in the Indian cultural context. The film ends by asking the viewer how much beauty is enough. And urges people to stop the beauty test.
English Translation: VO/Slate: Yeh sirf humaari nahin, desh ki karodon ladkiyon ki kahaani hai
This is not just our story.
This is the story of millions of girls in our country.

Girl’s Mother: “Mahak is ready”
Mahak is ready.
Girl’s Mausi: “Haan haan, bula ri haan.
Yes, yes. I am calling them.
Chalo bhi chalo jaldi karo. Hai ki didi. Saree pehnane ki baat hui thi na, phir wazan dikhai de raha hai.”
Come come, hurry up.
Why sister? Didn’t we speak about dressing her in a saree?
Her weight is showing again.

Girl’s Mother: “Uss mein bhi wazan dikhai de raha hai”
But even in a saree her weight can be seen.
Girl’s Mausi: “Aur tussi jaldi karo, Ladke waale aa gaye hai”
Make it quick.
The boy's family is here.
Girl’s Mother: “Iss se dhak lo beta”
Cover it up, dear.
Girl’s Mother:
“Jaldi aa jana”
Come fast.
Woman: “Mahak aa jao beta”
Mahak dear, come.
--
Noor: “Assalam Alaikum”
Assalam Alaikum (greeting)
Family: “Salaam”
“Salaam”
Girl’s Mother: “Aa jaa Noor aa jaa”
Come Noor, come.
Groom’s Mother: “Photo mein toh rang saaf lag raha tha na”
She looked fairer in her pictures.
Girl’s Mother: “beta, aap dono chhaho toh bahar chai pee lo”
Why don't the two of you grab some tea outside?
Girl’s Mother (hushed tones): “Jaa Noor”
Noor, go.
--
Boy’s Mother: “Seedi laga ke baat karne padega aapki Rajeshwari ko hamare ladke se”
Your Rajeshwari will have to use a ladder to talk to our son.
Boy’s Aunt (laughing):
Sorry
--
Groom’s Sister: “No but jokes apart. Apne baal straight karwa lena… bhai ko noodles nahin
pasand”


No but jokes apart, get your hair straightened.
My brother hates noodles.
Groom’s Sister (faint voice): “How do you maintain this?”
Murmur: How do you maintain them?

Woman’s Voice: “Yeh daag?”
What’s this mark?
--

Closing VO:
Kab tak chalegi khoobsurti ki yeh badsurat parakh?
Aakhir kitni khubsoorati kaafi hai?
Dove.
Khaamiyan nahi, khoobiyan dekhiye.
#StopTheBeautyTest
How long do we have to go through this ugly search for beauty?
How much beauty is enough?
Dove.
Look for the beauty.
Not the flaws.
#StopTheBeautyTest


Company Credits: Chrome Pictures
Company Credits: Ogilvy India
Individual Credits: Amit Sharma, Director
Individual Credits: Harshad Rajadhyaksha & Kainaz Karmakar: Chief Creative Officer
Individual Credits: Hephzibah Pathak, Vice Chairperson & Chief Client Officer
Individual Credits: Zenobia Pithawalla & Mihir Chanchani: Creative Directors
Individual Credits: Prem Narayan & Abigail Dias: Strategy and Planning
Individual Credits: Walter Noronha, Dharal Goshalia, Sanam Chowdhry & Freea Bhikhaji: Account Management
Individual Credits: Tushar Kanti Ray: Cinematographer
Individual Credits: Akshat Ghildial: Creative Partner
Individual Credits: Abhishek Notani: Producer
Individual Credits: Napolean Daniel Amanna: Project Co-ordinator
Individual Credits: Shahnawaz Mosani: Editor
Individual Credits: Clinton Cerejo: Music Director