With the changing times, bridal wear brands are now challenging the old-age customs. Earlier, bridal wear and jewelry brands were stressing how Indians are uprooted in their traditions.
Recently, bridal wear brand Mohey from Manyawar has launched a film featuring Alia Bhatt. The wedding campaign celebrates the brides who redefine wedding traditions in current times. A major change is from Kanyadaan to Kanyamaan. The now-viral ad film has been directed by Abhishek Varman.
The ad film opens with Alia Bhatt, having distinct emotions on her wedding day. Nostalgic about her childhood days, she glances at her parents and grandmother. Alia remembers the family’s earlier conversations around her “kanyadaan”.
Alia, dressed as a beautiful bride, questions the traditional beliefs. Her question is “Why is a girl called a chidiya (a bird)? Why is she termed as paraaya dhan? And why is her father’s house not hers anymore, as she gets married?
Similarly, why kanyadaan? Naya idea, #KanyaMaan! Yes, that’s the new term given to the custom that turns a woman into a product. Therefore, in the ad. Kanyamaan simply means to celebrate the modern Indian woman. Because she has now realized that she holds the power to modify age-old practices.
All six pairs of hands together, with Alia’s on top, represent “kanyamaan”. Thus respect for the woman, and not a product to be DONATED. The best part of the advertisement is that the groom’s family is equally progressive, and partakes in the ritual.