Times are changing and how! Bridal wear brands, which had stressed how traditions are important to Indians, are now focussing on challenging the age-old customs. Bridal wear brand Mohey has, on similar lines, launched a wedding campaign film featuring Alia Bhatt. The wedding campaign celebrates the brides who rethink wedding traditions in modern times and redefine them - a change from Kanyadaan to Kanyamaan.
The ad film opens with Alia Bhatt, riddled with contrasting emotions on her wedding day, reminiscing her childhood days as she glances at her parents and grandmother and recalls prior conversations around her "kanyadaan".
Alia, dressed as a beautiful bride, then questions the conventional beliefs - why is a girl called a chidiya (a bird)? Why is she termed as paraaya dhan? And why is her father's house not hers anymore, as she gets married?
The best part of the advertisement is that the groom's family is equally progressive, and partakes in the "kanyadaan" ritual. But why only kanyadaan? Naya idea, #KanyaMaan! Yes, that's the new term given to the age-old custom that turns a woman into a mere commodity, in the ad. Kanyamaan simply means to celebrate the modern Indian woman, who has realised she holds the power to alter the narrative of cultural norms and practices.
WATCH THIS BEAUTIFUL AD FILM HERE:
All six pairs of hands together, with Alia Bhatt’s hand on top, represent "kanyamaan" - respect for the woman, and NOT TURNING HER INTO A COMMODITY TO BE DONATED.
The ad film has been directed by Abhishek Varman, and has gone viral on social media.
Image Source: youtube/manyavar