|Product / Service||DOVE|
|Entrant||CHROME PICTURES Mumbai, INDIA|
|Idea Creation||OGILVY Mumbai, INDIA|
|Production||CHROME PICTURES Mumbai, INDIA|
|Post Production||CHROME PICTURES Mumbai, INDIA|
|Harshad Rajadhyaksha||Ogilvy India||Chief Creative Officer|
5 real women, bring alive what happens to a young woman in India as she starts out on her journey to find her life partner. In the film you see they are put through a Marriage Beauty Test by the groom and his family. Where they are rejected either because of their weight, colour, height, curls, even birthmark. The protagonists are rejected brides in real life. Rejected because they do not confirm to society's idea of a beautiful bride, which is tall, fair, slim with long straight hair in the Indian cultural context. The film ends by asking the viewer how much beauty is enough. And urges people to stop the beauty test.
In a country of 631 million women it is shocking that from the time a girl child is born, she is constantly looked at through the marriage lens. When she gets to marriageable age, the beauty pressure mounts, as most young women go through 'a beauty test'. The groom accompanied by his family comes over to 'check out' the bride. Does she have a marriageable face. A marriageable body? Does she meet the beauty standards which scream out loud across matrimonial ad pages. Slim, fair, tall? If not, she gets rejected. Her self-esteem diminishing with each rejection. 90 percent of single women in India feel they are rejected on the basis of their looks. At Dove we questioned how can something as beautiful as finding your life partner turn so ugly. And so our campaign #StopTheBeautyTest.