Adorned in a beautiful red dress, a confident young woman, showcases BIBA’s idea of the woman of today in its new commercial. After a few years of launching ad films for digital platforms the Indian ethnic brand rolled out its first ever TV commercial ‘Who’s That Girl’. The campaign has been conceptualised by Lowe Lintas Bangalore.
The campaign begins with a young girl who’s getting married, asking her grandmother (Dadi) to dance with her. He grandmother also adorned in a BIBA dress feels shy and refuses.
Enter the protagonist, a young confident girl who plays Dadi’s favourite songs makes her dance, leaves everyone wondering “Who’s that girl”.
Talking about why the brand came up with a TVC now Siddharth Bindra, MD, BIBA says, “We have been engaging with our consumers through a lot of print, digital, outdoor campaigns but television as a medium allows us to tell the brand story in a more effective manner. The ad showcases how certain women - by the way they look, dress and carry themselves - sparkle with an enchanting magnetism, such that the world around them feels compelled to unravel more about their story. How the charm and charisma of a woman can make everyone wonder ‘Who’s That Girl.”
The ad aims to capture the essence of a woman caught between her struggles with finding herself and not losing touch with her loved ones while discovering her unique style.
Explaining the concept behind the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore said, “BIBA as a brand believes that beauty is not a superficial concept and we wanted to capture this belief in the film. The essence of what draws us to a beautiful woman is far deeper than what she wears and how she looks. It’s the combination of her looks and her substance that gets people talking. In this case it’s the wedding planner who went beyond her call of duty by making sure no one is left out of the celebrations. Thanks to her thoughtfulness a shy old lady ends up having a great time.”
Bindra added, “There is much more to woman’s personality than her beauty and that is what inspires conversations about her. BIBA as a brand has always been inspiring conversations and through this campaign we are doing just that, there is no change in the brand’s positioning.”
BIBA rolled its first ad campaign “Be Yourself” exclusively on digital platforms have moved from that to “Who’s that girl. On being asked what prompted this change of dimension Bindra said “Be yourself encourages modern woman to be herself which means confident, beautiful and stylish and expressive, whereas the current campaign “Who’s that girl” is the extension of the same thought.”
Bindra pointed out that the audience BIBA is looking forward to target is women across all age bracket. Which is clearly showcased in the ad, which revolves around a Sangeet ceremony and showcases women across all age brackets wearing BIBA.
The ad campaign will be extensively supported throughout other media platforms like print, outdoor and digital.
BIBA , the Indian ethnic brand was founded in 1988 by Meena Bindra from her home in New Delhi. The brand has evolved over the years, both in terms of size of business and reach. BIBA is present across 100 cities in the country.
