Growing up listening to ‘Chubby cheeks, Dimpled chin’ we all have believed in achieving impossible standards of beauty. Watching Hindi movies and daily soaps have reaffirmed our ideas of an ‘ideal beauty,’ well-behaved, fair skinned, smiling through each tragedy of life we have often been told that sitting with legs folded and working in the kitchen is the only duty of a girl. Sports, athletics and similar activities have been dubbed as a ‘man thing’ and girls are often dissuaded from pursuing them.
So when beauty products come out with advertisements that challenge these norms, it is worth a mention. After, Nike’s Da Da Ding campaign which was received very well by the audience for portraying a more ‘real’ image of women, we have another advertisement by Culture Machine’s lifestyle channel Blush, along with Dove, as it has now attempted to question the real meaning of beauty and femininity. Even though the video seems like a promotional campaign for Dove given the end credits mention the brand and its tagline, we can see a positive message being doled out as they use real Indian sportswomen and we are in awe with the way they shatter stereotypes. Don’t believe us? Check out the video!