BIBA’s digital campaign #EqualWorldStartsWithYou crosses 2 million views in 3 days

BIBA, the leading ethnic brand recently launched yet another digital campaign #EqualWorldStartsWithYou to highlight of ‘how big changes begin with the small steps you’. This time around, instead of choosing a standard format of a 60-second film, BIBA, in collaboration with its creative agency - Brandmovers India, created 3 microfilms spanning just 10 seconds. Within a span of a few days since the launch, the brand has garnered massive engagement on its videos and has received more than 2 million views on its social media platforms.

The digital landscape is constantly shape-shifting. Declining attention spans, the content consumption switch from scrolling to tapping, and the dawn of the ‘vertical’ experience called for the brand to rethink its usual approach to digital films. In partnership with Brandmovers India, an #EqualWorldStartsWithYou was launched as 10-second thumb-stoppers that were quick to grab attention, were a vertical-first format, and delivered the punch line fast enough to get people to hit ‘share’. BIBA is no stranger to creating conversations on women empowerment. From breaking stereotypes to addressing dowry and poor body image – BIBA's campaigns like #ChangeTheQuestion and #ChangeForProgress have given audiences an eye-opening new perspective. In its attempt to quash age-old perceptions, the brand has made it a point to adopt new-age formats to stay relevant in a society that’s consuming content at lightning speed.

#EqualWorldStartsWithYou films are baring strong insights based on the invisible rulebook of responsibilities that women must prescribe to. Centuries of conditioning by society make it tougher to see the injustice in everyday tasks. The stories quickly unfold to reveal how one can easily tackle these unfair expectations placed on women and take that step toward a truly equal society. The 3 situations covered are – mansplaining in the workforce, the expectation that working wives are on duty at home as well, and the kitchen being exclusively a mother’s domain. The films champion a smart manager, sensitive husband and eager-to-learn kids as the heroes of today taking small, but very crucial steps

Siddharath Bindra, MD, BIBA Apparel commented, “BIBA as a brand has always celebrated womanhood. Our various digital campaigns over the last few years now have spoken about issues which are prevalent in our society and helped start conversations that bring about a positive change. Our latest campaign is three short and crisp films delivering a strong message on equality through real-life situations. We are overwhelmed to see the people’s positive responses towards these videos, people are being able to relate to the message that we tried to deliver and I look forward to seeing whether they will act on it.”

Speaking on the campaign, Suvajyoti Ghosh, Chief Creative Offer & MD, Brandmovers India said, “Inequality is very deeply ingrained, so much so that it becomes very difficult to see it in everyday life. We’ve chosen 3 instances that are very prevalent in society and unfortunately, you will have seen them happening on a regular basis. It’s a life of these little injustices, tiny imbalanced responsibilities, and unfair expectations on one gender that add up later on. But what’s equally important to notice is as brand custodians, our messages may be powerful, but if not pushed through the right medium it will fail to reach its audience. The films were intentionally kept short to keep up the big shift in the content consumption behaviour over the last year. Thumb-stopping 10 seconders were the natural way to go for this campaign.”

Adrijaa Sanyal, Prajakta Athlekar and Yakuta Haji were the creative minds who tapped into these insights and brought them to life by conceptualising the films.

Adrijaa Sanyal, Creative Director, Brandmovers India added, “The films put power in the hands of our viewers. That’s the special message we wanted to leave with them – that YOU can tackle a subject as gigantic as inequality by doing little things that will eventually make a big difference. ”

Adrijaa goes on to say, “Biba has always been a brand dedicated to inspiring women and creating a positive shift in outlooks. These films are yet another step in that direction.”