NEW DELHI, INDIA — Instashield India Private Limited, India’s leading consumer durables technology company, marked International Daughter’s Day through the launch of its social media campaign #KhudKiPehchan which advocates for women having identities of their own that are not perceived through the prism of the surnames they are given at birth or after marriage.
Coming ahead of the revered festival of Navratri, the campaign urges the viewer to respect the feminine energy and view women as people in their own right.
Featuring veteran screen icon Himani Shivpuri and model and actress Ismeet Kohli as a mother-in-law and daughter-in-law duo, the three-minute-long ad film opens with Himani engaged in the routine task of writing guest names on invites for her granddaughter’s birthday party. As the film progresses, playful banter between these two family members gives way to a thought-provoking disclosure about women’s individuality and self-hood.
The film’s powerful social messaging and subtle commentary on social divisions and patriarchal norms comes through as Ismeet, who plays a compelling part as a conscious daughter-in-law, asks Himani why she had to elope for her wedding, and wonders if things would be different had the power play of surnames were not in the picture. She even wonders why her mother-in-law was often referred to as Mrs. Verma, instead of just her first name and first identity, Asha.
Furthering the poignancy of the film, Ismeet then goes on to reveal that she had chosen to give up the surnames of not her own daughter, but of her own too. At the end of the ad film, a moved Himani adds “Seema” to her invite, which previously said just “Mrs Singh.”
Commenting on the launch of the Daughters’ Day special ad film, Hitesh M. Patel, promoter and director of Instashield, said, “This ad film is conceptualized as a conversation starter for women having their own identity. It ends with the line ‘Apni Betiyon ko dein tohfa, unki khud ki pehchan ka’ (Gift your daughters their own identities), which resonates with the equitable view of society we have at Instashield.”
Sharing his thoughts on the launch of the ad film, C.S. Jadhav, CEO of Instashield, said, “We wish everyone a Happy Daughter’s Day. For Instashield, it’s important to engage our audiences meaningfully with progressive messaging, just as it is important for us to help consumers combat any virus challenges via Instashield’s cutting-edge medical device technology.”
#KhudKiPehchan was released across all social media channels.
