Mumbai : Women today are leading change in transitioning societies with utmost passion and grit. Confident, independent and strong-willed, women of today are making courageous rare choices that are contributing to building a more progressive, equal society. They are questioning traditional norms, pushing gender boundaries, in both, their professional and personal lives. In recent times, it’s heart-warming to notice that this wind of change has journeyed into our Indian wedding scenario too.
Young women today don’t believe their wedding alters their lives in entirety, it does not dictate the closeness in her relationships, the responsibilities that she wants to undertake, her identity & individuality. She is raised as an equal and believes in a love that embraces, cherishes and encourages you to be yourself.
This Women’s day, Platinum Evara unveils a new digital campaign #redefiningrituals to celebrate this invincible woman who with her rare choices is altering the narrative of cultural norms and practices, making it a better world for her present & the future generations
The campaign is supported by a short film, conceptualized by DentsuWebchutney, which endearingly captures the sentiment of a young bride to be, who firmly believes that a ritual like “Kanyadaan” can never dictate her relationship with her father, she cannot be given away & donated. She indeed questions the relevance of a Kanyadaan in a world where regressive rituals have no space & redefine it in the context of an equivalent role – she will always be their child first – her father’s daughter first.
Apart from this via content, the campaign will bring to light new meanings of various wedding rituals that are more required in the context of today
In a first of its kind, Platinum Evara will host a digital wedding on its social media handles on the 8th of March which promises to alter and widen the lens through which traditional rituals are seen. The wedding will highlight how these rituals can be given newer meanings suited to the more equal, progressive & modern world of today
“Think there exists a lot of dichotomy in our society today – while on one hand we want to say the bride to be should be brave, treated equal, respected – we unintentionally very often send missed signals – can her identity be subsumed? Can her closest relationships be dictated? Can a parental debt be paid back? Is a marriage marker meant for one gender alone? How can any weddings rituals determine any of this? We want to celebrate the women who have made rare choices & sent out a strong signal into the world by choosing to not follow or reinterpret them. ” said Sujala Martis, Director, Consumer Marketing while commenting on the campaign.
Pravin Sutar, Executive Creative Director, Dentsu Webchutney, said, “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be a part of. There “are a few who are redefining their wedding rituals. Wedding rituals, which might bring some more sensible new thinking in society. This campaign celebrates these rare women”.
The film features a bride-to-be gifting her parents an anniversary trip to Spain. When the father realises how well she knows their preferences and her love for them, he ponders over the fate of their bond after she gets married. The daughter realises her father’s apprehensions and is quick to question the ritual. Throughout the campaign, brides-to-be and former brides are encouraged to share their stories of redefining wedding rituals. The campaign not only celebrates women who make these rare choices but also empowers them to rethink their wedding rituals. After all, these rare choices that women make are what shape the world around us,” said Aalap, Senior Creative Director, Dentsu Webchutney.
The #RedefiningRituals campaign will be extensively amplified on social media and digital mediums. The film of the campaign will be showcased on Platinum’s social media handles @platinumevara on Instagram and @PlatinumEvara on Facebook.
