MUMBAI, INDIA — BIBA – the leading Indian wear brand, in partnership with iProspect India, has launched a powerful digital campaign titled ‘Project Ghar’. The campaign touches upon how mothers build a safe and fulfilling environment for their families and how they prioritise their children’s dreams and desires while putting their own on the side and finding happiness & success in their children’s success. The film urges the children and the spouse to plan and honor a mother’s dedication by helping her to tick off her wishlist.
Conceptualised and executed by iProspect, the performance-first media agency from the house of dentsu India, the film depicts that being a mother is not an easy job where mothers do not get any appraisals or promotions. The campaign is all about recognising your mother’s job as a housewife, which is not less than any other professional in this world. With this, BIBA wants to make all the mothers aware of how they are doing their job with exceptional dedication, of which they are totally unaware.
The film opens with the common hustle of arranging the table before dinner. Both the son and daughter give their mother good news that they got promotion and appraisal in their office. The girl soon hands over a piece of folded paper to her mother. The mother opens the paper and reads a bucket list. It reads Switzerland mountain top trip, learning a new instrument, meeting a film celebrity, small business owner, solo trip to Gangotri, Disneyland with best friends, and start an NGO.
The film then goes into a flashback and showcases the mother as a young woman preparing her bucket list which matches what her daughter puts down, but because of her decision to be a full-time mother, the mother’s bucket list has never come true. The mother is shocked to read her bucket list after so many years. That is when her husband thanks her for managing one of the biggest projects of their family successfully- ‘Project Ghar’ and goes on to wish her Happy Mother’s Day by gifting her a Red BIBA dress in a box as a bonus for her successful project.
The film subtly touches upon the sacrificial nature of the mothers and how they go on living and performing that role, sideling their own dreams and Wishlist. It’s time for her near and loved ones to acknowledge her sacrifices & find a way to honor her wishes and help her fulfill her dreams.
BIBA stands for and honors the complete woman, who can be a homemaker, an entrepreneur, or a young girl who has dreams but is unsure of her path. So, this Mother’s Day, BIBA is spreading the message that it is time to appraise our mothers. Read between the lines or directly ask her what it is that she has always wanted to do. What is on her bucket list? Whether it is to travel, or to study more, or to just spend more time with her family, let’s make sure that this Mothers’ Day, we make an active effort at fulfilling our mothers’ dreams and wishes.
Sharing his views on this digital film, Siddharth Bindra, MD, BIBA said, “This film is remarkably close to my heart as my own mother was a homemaker and it’s only because she decided to pursue her dream much later in life that she went ahead and gave birth to BIBA. Today with this film, BIBA urges all children to get to know their mother better, get to know what she wanted and wishes to do but could not because she was raising her family and give her the time, the independence and support her to tick off her bucket list and be a part of that journey.”
Rahool Talukdar, National Creative Director, iProspect India commented, “This is very personal. I don’t think I have seen a better professional than my mother, though she has always been what our society calls a ‘housewife’. Her multi-tasking skills, man-management skills, ability to upskill, being composed at the face of adversity, leadership… there is nothing that she lacks to become an ace at work. And yet there she is, diminutive, unaware of her exceptional dedication, almost accepting of all this as BAU. For a mother, just knowing that her near and dear ones understand and deeply appreciate, is a reward like no other.”
It is pertinent to note here that, over the last few years, BIBA has created films which bring to the fore social issues which are not openly talked about & are talked about behind closed doors such as dowry, and gender discrimination. The films managed to create awareness and impact by reaching out to their stakeholders and getting them to notice and talk about these issues. Some of the most successful campaigns done by BIBA in the past were #EqualWorldStartsWithYou, #ChangeTheConvention, #ChangeTheConversation, #ChangeTheQuestion, #ChangeForProgress, #WoMannKiBaat and #ChangeThePerspective.
