Activewear brand Blissclub has unveiled its brand campaign, ‘Bitchclub’ challenging societal norms and shedding light on the unfair labels and stereotypes that women face on a daily basis.
The campaign was launched with a teaser which saw women on LinkedIn adding the word ‘bitch’ to their names. The brand also changed its own name on certain social media platforms from ‘Blissclub’ to ‘Bitchclub’. This was followed by a film featuring a talking bitch.
The bitch explains how women are labelled as bitches and nags, particularly when they express their exhaustion the unequal burden of work that they carry. They work around the house and office and yet, and are expected to be calm, and submissive. The film goes on to talk about how even today, women are expected to do the bulk of the housework, are typically nominated for the more “feminine” tasks at work like ordering cakes and organising get togethers, and continue to bear the load of emotional labour. The film ends with how the constant busyness women endure is the top reason why they have little time to themselves, which means no time to workout, move and play.
“From an evolutionary point of view, women were always expected to be the primary caregivers and multi-taskers. But over time, this has led to women becoming the underdogs. Women are just expected to know how to do some things better than men – whether it’s telling the house help what needs to be done or getting everyone to pool in money for a colleague’s wedding present. These million tiny things that a woman ends up doing steal away her time. At the end of the day, she’s exhausted from doing so much, and yet, she’s done little for herself,” said Minu Margeret, Founder-CEO, Blissclub.
“With this campaign, we want women to recognise the need to put themselves first without any guilt. And if that means being a bitch, then so be it,” she concludes.
The campaign also includes a series of social media posts through which the brand aims to create a safe space where women can openly express their frustrations and share their stories.
The second leg of the campaign will include a series of product-first films. Each film will show how bad activewear can get in the way of a much-needed movement session and how “that’s a real bitch”, considering how hard women must work to make time for themselves in the first place.
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