MUMBAI: This ‘World Equality Day’ ITC Vivel, under its #AbSamjhautaNahin, campaign has partnered with Kubbra Sait for an interesting campaign. Sait can be seen weighing her wants and needs in a beautiful monologue ‘I Want’, echoing the brand philosophy. The monologue is written by Sait herself and the video is conceptualised and produced by Kommune.

With the campaign, ITC Vivel calls for women to ‘uncondition’ themselves - To question time-worn mindsets and the social fabric that tends to stereotype. All in hope to inspire a collective of young individuals to be equality champions and empower others for a more gender-equal India.

The video is designed to celebrate and educate the people about gender equality with the firm belief that no one should have to compromise on their dignity or be discriminated against.

Echoing the sentiment of millions of women, Sait effortlessly talks about things she wants to do in her personal and professional life without being subjected to challenges and dangers of safety, judgment, and discrimination. Kubra’s monologue mirrors the stark reality of our society today and how women in India have to constantly function in a state of vigilance watching out for perceptions being built against them and their choices.