Who would have thought apparel brands in India would be our answer to Germaine Greer? But it seems that the fashion brand Anouk, which made an ad on the rights of to-be-mothers in the workplace, has started a trend. Because yet another advertisement has been released by yet another apparel brand—this time, Biba—which while selling clothes also tries to serve as a homily on women’s emancipation.The Biba ad shows a dusky woman sitting in front of a mirror in an ornate salwar kameez sighing heavily and putting on gold earrings—her complexion is important because the casting of a dusky model usually only means that a brand is trying to be different. The woman’s father enters the room and asks her to get ready quickly and come downstairs as the to-be groom’s family is waiting to meet her. She turns to her father and asks her how she can decide to get married to someone by simply feeding him a plate of samosas. (A worthy question because that’s a sure shot way of ensuring the groom gets a cardiac arrest.) The father simply asks her to hurry up and leaves. Cut to the two families chatting and sitting around a coffee table. The groom’s family says that they really like the to-be bride and ask if they should consider the rishta settled. But the father of the prospective bride says they have to visit the groom’s house to see whether the boy can cook and do household chores. Because only if he can, will they ‘give’ their daughter to the boy’s family. Because their daughter can’t marry him if he can’t cook or do any household chores. The to-be groom’s mother says he can barely make a packet of noodles. To which the father of the bride replies that then they can’t get married as she can’t live on noodles (which is odd, because since she has all limbs intact, she could always make samosas and eat them). The groom-to-be then says that he’ll learn to cook in 10 days, and then they can come to the boy’s house, ‘ladka dekhne’. Everyone smiles adoringly at each other. And the last frame of the ad reads—Change Is Beautiful.
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