Vivel, from the house of ITC and Culture Machine’s
Lifestyle digital channel ‘Blush’ is back with their #AbSamjhautaNahin campaign
showing the challenges faced by modern indian women.
“Bhaiya aap iss sunsaan gali se nhi sidha long cut se
lijiyega”
"Meeting mein red lipstick lagayegi? Are you mad?"
"Bas yaar one more year of work and then marriage
and settle down."
"Mummy ji ki roti gol,
papa ji ka paisa gol!"
These are not just statements
but they are prejudices in our indian society that holds back women from
realizing their full potential.
A note on blush’s YouTube channel reads:
What if we were to eavesdrop on snippets of regular,
everyday statements that a modern Indian makes in a day. #AbSamjhautaNahin shows
the effect on our words, on our choices, on our decisions and reactions, that
women today are a victim of judgement, of gender stereotyping, of subconscious
body shaming and moral policing, more so today, than ever. So much so, we
believe we’re speaking out of our own volition, backed with absolute neutrality
with no shades of gender bias. But the truth is, the most harmless and
functional words and sentences in our lives are the biggest testament of how a
society, a dominant ideology, is forcing us to think, and speak, sometimes
without our knowledge. And women, are speaking that language. Can we hear it?
In this Blush and
Pink association the voice of Mr. Amitabh Bachchan is a ventriloquist, it is
the voice of our society. This voice also comes back in the end to show us a
mirror and to reveal the hard hitting reality.
