Write a short summary of what happens in the film

Our ad film aimed to establish that real beauty lies in good actions. With this thought, we wanted to tie back #BeautifulInDeed to Mamaearth's core ideology of goodness and at the same time question the common notions of beauty. We told the story of a young girl who is born with a birthmark on her face and was made to believe by her peers’ actions that she is not beautiful. The film showcased an honest, heart-to-heart conversation between the girl and her mother, who told her a little secret about the address of ‘beauty’ which gets revealed later in the film. A secret that made our audience wonder if they had been interpreting beauty correctly and looking for it in the right places. We approached the film sensitively and ensured that it ended on a note that would lift the spirits of our viewers.

Please tell us about the social behaviour that inspired the work

Society’s idea of beauty is closely tied to the way we appear and young children with highly impressionable minds emulate the social behavior of those they are surrounded by. They attach high value to ‘beauty’ which is perceived in terms of visual aesthetics and not values. Social acceptance based on the way they look plays a large role for children and they often feel the need to fit into society’s predefined moulds of appearance. We wanted to question the way people perceive beauty and establish an idea of beauty we believe in - that doing good is what makes you beautiful.