BIBA launches new digital campaign to honor women empowerment in India

07 March 2024, Mumbai

Renowned Indian fashion brand, BIBA has launched a groundbreaking digital campaign entitled ‘Strength Meets Style,’ to honor the resilience and empowerment of women in India.

Spearheaded by Indian cricketer Renuka Singh Thakur, the campaign seeks to challenge prevailing stereotypes faced by modern Indian women and offer a fresh perspective that transcends traditional confines.

Milestone

Timed to coincide with International Women’s Day, the campaign's focal point is a cinematic portrayal that draws from real-life experiences to illustrate the societal pressures imposed on women, juxtaposing them against Thakur's journey of defiance.

In the film, Thakur’s narrative unfolds as she fearlessly confronts societal expectations while pursuing her passion for cricket. Through evocative imagery and poignant encounters, she advocates for herself and her fellow women, showcasing her unwavering commitment to cricket despite entrenched norms.

Brand ethos

With steely determination etched across her face, Thakur's odyssey challenges stereotypes and underscores her resilience. The campaign’s tagline, ‘Your Style, Your Story’ encapsulates her unwavering authenticity and relentless pursuit of individuality. The film chronicles her trials and triumphs, underscoring BIBA's commitment to diversity and its mission to redefine perceptions of women. Renuka doesn't just narrate a tale; she lives it, boldly and unapologetically.

The film aims to inspire women across India to embrace their uniqueness and rewrite their narratives, states Siddharth Bindra, Managing Director, BIBA Fashion.