The campaign aims to redefine the existing beauty standards in India
IANS
“Angry Indian Goddesses†director Pan Nalin has shot a film for â€Let’s Break the Rules of Beauty†campaign, initiated by beauty brand Dove. The campaign aims to redefine the existing beauty standards in India and inspire people to embrace the country’s diverse shades of beauty.
“In India “Diversity of beauty†is celebrated very rarely; I jumped at the occasion to be part of the campaign for its originality and honesty†director says.
“For centuries, we have built an ideal for beauty in India, even the recent cinema is celebrating only a certain type of beauty… very rarely do we celebrate the diversity of beauty. What attracted me to this campaign was originality, honesty and, of course, the opportunity to work with so many women from diverse backgrounds and different cultural heritage,†Nalin said in a statement
Dove’s new campaign Let’s Break the Rules of Beauty asks women to make their own features as celebrated as stereotypes and aims to expand the existing beauty ideals in India through a film shoot with 85 women across India.
, A research conducted by Dove stated that 77 percent Indian girls believe that to do well in life, they need to look a certain way. It was also revealed that the pressure to meet  the terms with Indian beauty ideals still exists with 80 percent Indian women.
After this research, Dove’s team decided to come up with the ‘Let’s Break the Rules of Beauty’ film, that captures the beauty of 85 women in their own avatars and celebrates their idea of beauty.
Srirup Mitra, general manager – Hindustan Unilever, said “culturally, India is experiencing a real movement towards female empowermentâ€.
“Our research reveals that 67 percent of Indian women and 64 percent Indian girls would like to see a more diverse range of beauty represented in the media. Over 50 years, we have supported women, all over the world, to see beauty as a source of confidence and not anxiety. With our new campaign on real beauty we would like to further encourage conversations on the evolving ideals of beauty in India,†Mitra said.