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BRAVE & BEAUTIFUL

LINEN LINTAS, Gurgaon / DABUR / 2015

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Overview

Credits

OVERVIEW

BriefExplanation

IT’S ABOUT A WOMAN WHO HAS DEFEATED CANCER AND IN THE PROCESS LOST HER HAIR.

IN THE FILM, SHE IS APPREHENSIVE ABOUT THIS, WHICH IS CLEAR FROM HER ACTIONS, WHETHER SHE IS TRYING DIFFERENT OUTFITS OR HIDING HER HEAD WITH A STOLE. BUT IN THE END SHE DECIDES TO GO BARE HEAD WEARING A SAARI.

WHEN SHE IS APPLYING A BLACK BINDI (FOREHEAD DECORATION IN INDIA), HER HUSBAND COMES AND PUTS THE BINDI ON HER TEMPLE, INSTEAD. THE PRACTICE OF PUTTING BLACK DOT ON THE TEMPLE HAS AN IMPORTANT CULTURAL SIGNIFICANCE IN INDIA. THIS IS USUALLY DONE TO A NEWBORN, OR NEWLY WED GIRL. IT’S A BLESSING FOR A NEW LIFE, MARK TO RECOGNIZE BEAUTY AND IS BELIEVED TO PROTECT THE BEARER FROM EVIL EYES.

BY DOING THIS, HUSBAND REASSURES HER THAT SHE IS INDEED BEAUTIFUL. WHEN SHE REACHES OFFICE, WHOLE OFFICE DOES THAT, WELCOMING HER INTO HER NEW LIFE.

EntrySummary

HER HUSBAND COMES AND PUTS THE BINDI ON HER TEMPLE, INSTEAD. THE PRACTICE OF PUTTING BLACK DOT ON THE TEMPLE HAS AN IMPORTANT CULTURAL SIGNIFICANCE IN INDIA. THIS IS USUALLY DONE TO A NEWBORN, OR NEWLY WED GIRL. IT’S BLESSING FOR A NEW LIFE, MARK TO RECOGNIZE BEAUTY AND IS BELIEVED TO PROTECT BEARER FROM EVIL EYES.

THIS ACT OF HUSBAND IS A TURNING POINT. IT’S A REASSURANCE TO HER THAT SHE IS INDEED BEAUTIFUL AS WELL AS A MARK TO START A NEW LIFE, POST CANCER. WHEN SHE REACHES OFFICE, HER FRIEND SPOTS IT AND DOES THE SAME, FOLLOWED BY WHOLE OFFICE. FOR HER, IT'S A GREAT BEGINNING.

Execution

Brave & beautiful campaign by dabur vatika shampoo is a salute to the spirit of female cancer survivors. The campaign is based on the brand’s belief that some people don’t need hair to look beautiful.

As a tribute to this undying spirit of female cancer survivors, a four-minute song was created. Especially for a female cancer survivor, life post cancer is equally difficult, as her look changes drastically because of chemotherapy and other strong medications. She loses her hair, which is seen as an integral part of her beauty (In India). But despite of all these, she comes back to her normal life and handles family and herself. This strong, concrete will power makes her both brave and beautiful. The lyrics in the song equate her like a combination of a beauty of a flower and the strength of concrete.

In Hindi it says-

Tu Faulad hai

tu hai Phool

Which means (roughly translated):

you are like (as strong as) Concrete/Steel

You are the Flower

Song usage in the film:

As the film has no dialogues so the song does the job of conveying the particular emotion and takes the story forward.

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