Zee Equality Award
Zee Equality Award - Campaign
ZEE EQUALITY AWARD (Zee Equality Award - Campaign)
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Dove #StopTheBeautyTest
Brand: Dove
Client: HUL
Purple Elephant
| Entry Title: | Dove #StopTheBeautyTest |
|---|---|
| Brand: | Dove |
| Client: | HUL |
| Description: | In India, beauty is sold in a marketplace called marriage. In a country of 631 million women, it is shocking that from the time a girl child is born, she is constantly looked at through the marriage lens. So when she gets to marriageable age, the beauty pressure mounts, as most young women go through 'the marriage beauty test'. The groom accompanied by his family comes over to 'check out' the bride. Does she meet the beauty standards: Slim, fair, tall? If not, she gets rejected. 90 percent of single women in India feel they are rejected for their looks. At Dove, we questioned how something as beautiful as finding your life partner could turn so ugly. And so, our campaign #StopTheBeautyTest. We focused the campaign on our core TG of urban women comprising 70 million households across India. A nationwide research revealed the true nature of the impact of beauty-based judgements on the self-esteem and confidence of Indian women. The campaign was designed to challenge this practice and make beauty a positive experience for women by: 1. Provoking conversation: By questioning age-old practices masquerading as tradition. 2. Inspiring change: By bringing to life the inspiring stories of real women and celebrating the beauty of every Indian woman. 3. Enabling action: By influencing the matchmaking process and taking away beauty anxieties from generations of would-be brides. |
| English Translation: | (Film with Eng subtitles: https://www.youtube.com/watch?v=jEpTa2cMl_I) 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 Aunt: “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 Aunt: “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: “Ah sala waleh kum” Assalam Alaikum (greeting) 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” Go Noor. -- 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. Khaamiyaan Nahi, Khoobiyaan Dekhiye. 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. |
| Company Credits: | Ogilvy India |
| Company Credits: | Chrome Pictures Media LLP |
| Company Credits: | Mindshare India |
| Company Credits: | MSL India |
| Individual Credits: | Kainaz Karmakar, Harshad Rajadhyaksha |
| Individual Credits: | Sukesh Nayak |
| Individual Credits: | Zenobia Pithawalla, Mihir Chanchani |
| Individual Credits: | Vishal Rajpurkar, Rishabh Thapar, Yankee Chhabra |
| Individual Credits: | Akshay Ordiya, Subhrajit Guin |
| Individual Credits: | Kirti Vivekanand Marathe, Arthi Sivakumar |
| Individual Credits: | Prem Narayan, Abigail Dias |
| Individual Credits: | Walter Noronha, Dharal Goshalia |
| Individual Credits: | Sanam Chowdhry, Freea Bhikhaji |
| Individual Credits: | Amit Sharma, Abhishek Notani |
| Individual Credits: | Tushar Kanti Ray, Niyoti Upadhye |
