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Since Indian daily soaps won't stop labeling and stereotyping relationships, especially the saas-bahu classics, Sabhyata, India's leading ethnic wear brand decided to have a different take on this situation and paint a new picture for the new generation.
In this unique campaign, #celebratechange , with a simple yet powerful narrative - an exciting ally between the saas-bahu duo leaves the audience in awe and mesmerization.
The commercial features Jatin Sarka, who quickly rose to fame with his character as Bunty in Sacred Games. He portrayed the role of a husband and a son caught up in a tiff between his mother and wife. Though the new clothes donning eludes a festive vibe, the home atmosphere visibly seems disturbed due to the saas-bahu disagreement.
The Ad features Sheeba Chaddha as the mother-in-law impatiently waiting and taking jabs at her daughter-in-law for the cup of tea that hasn't been prepared yet. An angry Anushka Channa storms out of the kitchen into her bedroom. With bahu's unbelievable audacity, the angry mother-in-law is provoked to have a word with her parents.
The puzzled husband follows his wife to convince her to give in and brew the tea. Adamant and angry, the saas-bahu sit next to each other ready to break into a quarrel any moment now.
To alleviate the situation, we see the man in the house give up and walk into the kitchen to brew the "sham ki chai." At this point, the saas-bahu are all smiles as their ploy has done its job, wanting them to have some more 'khatirdari' from the puzzled man.
The campaign reflects how women in real life lift each other no matter what roles they assume or their interpersonal relationships. Sabhyata is known for its unique take on traditional beliefs and apparel. Sabhyata's ethnic clothes make you look elegant and modern even with a salwar suit - a bold blend of culture and fashion as seen in its Ads.
The first leg of this campaign had delivered yet another powerful message, urging the Indian families to treat the children equally irrespective of their genders. As society is busy measuring women's safety with different yardsticks, be it her clothes or lateness of the clicking hands of the clock, the responsibility begins not with curbing a girl's freedom but educating the sons to behave rightly.
Such thoughtful campaigns are rare, but they do leave a lingering impression in the minds of target groups and beyond.
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