Even though India is THE most culturally and racially diverse country in the world there still continues to be ONLY ONE, very narrow and conventional view of what constitutes ‘ideal beauty’.

The film begins with showing the conventional view of beauty in India – fair skin, blue eyes, straight hair, pink lips, etc. And then, as the viewer starts to settle into what appears to be yet another familiar beauty commercial, the director introduces 87 women representing 29 states, 6 union territories, 14 ethnic backgrounds, 19 to 81 years in age, 26 different professions – all of whom light up the screen with honesty, confidence, radiating ‘real beauty’ and thereby breaking and rebuilding a nation’s perception of ‘ideal beauty’.

The objective was to remain subtle and engage the sub-conscious mind of the viewer in order to bring about a ‘real change’ and truly ‘break the rules of beauty’.

1. Crew: Sensitivity, honesty and passion for the cause became the yardsticks selecting the crew.

2. Casting: The casting had to be truly representative of India. After 4 months, 16 cities, over 3,700 women shortlisted, we finally had a shortlist of 80 women.

3. Shooting Environment: These 80 women were not actors. They had never been in front of the camera; therefore it was crucial for us to create a nurturing environment where the women felt comfortable with their physicality and confident of their individuality.

4. Logistics: Out of the 80 women, 65 were from outside of Mumbai and had to be flown down and each day's shoot schedules had to match with their availability

5. Workshop with the Dove Women: All 80 women were put through a bonding, familiarization, confidence building workshop, wherein once they arrived on set, they were practically ready to show the camera their real personality.