Kyoorius Advertising Awards
KYOORIUS ADVERTISING AWARDS - Film Craft (Direction)
Dove #StopTheBeautyTest - Dove
Client: Hindustan Unilever Ltd
Entrant: Chrome Pictures
Baby Blue Elephant
|Entry Title:||Dove #StopTheBeautyTest|
|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.
“Jaldi aa jana”
Woman: “Mahak aa jao beta”
Mahak dear, come.
Noor: “Assalam Alaikum”
Assalam Alaikum (greeting)
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”
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):
Groom’s Sister: “No but jokes apart. Apne baal straight karwa lena… bhai ko noodles nahin
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?
Kab tak chalegi khoobsurti ki yeh badsurat parakh?
Aakhir kitni khubsoorati kaafi hai?
Khaamiyan nahi, khoobiyan dekhiye.
How long do we have to go through this ugly search for beauty?
How much beauty is enough?
Look for the beauty.
Not the flaws.
|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|