MUMBAI: After scoring gold with Dove’s ‘Change The Rhyme’ video, Culture Machine’s digital channel Blush has roped in Vivel as the sponsor for its latest video titled ‘Ab Samjhauta Nahin’ featuring Amitabh Bachchan. The video inspires women to say no to a life of compromise.

In a narrative by Bachchan, the UnBlushed video shouts out to all women to challenge time-worn mindsets that stereotype and, at times, impede their lifestyle choices. The video encourages women to stop accepting any biases and empower them to live a life equal to their male counterparts. It features women from all walks of life who are facing an inner conflict with their real emotions.

Vivel's integrated brand campaign ‘Ab Samjhauta Nahin’ is a fresh, nuanced perspective of self-confidence that personifies the woman of today. The brand message goes beyond a beauty discourse to address attitudes and behaviour towards women. The campaign is designed to encourage discussion around age-old gender biases, inspire young women to question the limits that they have been conditioned into accepting and empower them to live fuller lives.

In the video, Amitabh Bachchan says, "A right can never be silenced."

Culture Machine’s digital channel Blush released a statement, “It’s very important to voice your opinion and believe in yourself. This belief is lost somewhere; we aim to revive this trail of thought. Vivel was the best brand to partner with as the concept is a perfect blend with their brand ideology.

Watch the video on:  https://www.youtube.com/watch?v=pd5PHICXi-8