NEW DELHI: Through a unique message, personal care brand Vivel has launched a  #AbSamjhautaNahin campaign with a television commercial aimed at asking women to challenge the compromising way of life.

In the TVC, the protagonist voices her soft yet firm “Ab SamjhautaNahin!” and depicts just one of many uncomfortable situations that a woman often encounters.

The aim is to raise its voice addressing the specific issue of pre-conditioned mindsets for women, leading them to compromise at various stages in their lives

Chief Creative Officer: Vivek Rao

Directors: Subir Chatterjee & Namita Roy Ghose

Production Company: White Light Moving Pictures Limited

The TVC has been conceptualised by L&K Saatchi & Saatchi to present an everyday situation faced by modern day Indian women at workplace and to communicate the brand message that every gaze, every thought that suggests women being weaker or less than equal needs to be shattered.

According to the concept, “We have all heard the fable about the mighty elephant tethered by a mere rope, unaware of its inherent strength because it was conditioned into believing that the rope was enough to hold it back. In a similar vein, women in India from a very young age have been taught to conform to societally accepted ways of life. Moulding her thinking and behaviour to fit within the prescriptive boundaries of the way others want to see her.  A social conditioning that leads to a life of restrictions, a life less lived”.

As the campaign unfolds, it will provoke in women the realisation of this latent conditioning, inspire them to challenge status quo and therefore maximise their potential and live fuller lives.

Law & Kenneth Saatchi & Saatchi CEO & Managing Partner Anil Nair said: “Not every day we get an opportunity, especially in the personal care category to creatively amplify a brand’s strong point of view. This is a ‘what we believe in’ campaign and we sincerely hope that we can inspire women to say #AbSamjhautaNahin in their own unique way