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Alia Bhatt invokes positive change in Mohey ad, Kangana explains concept of ‘kanyadaan’

Alia Bhatt invokes positive change in Mohey's digital film campaign which strives for a balance between tradition and equality, while celebrating the happy union of marriage.

Mumbai, Sept 22: Bollywood actress Alia Bhatt invokes positive change and strike a chord in Mohey’s digital film campaign.

Alia Bhatt invokes positive change

Alia Bhatt features in Mohey’s digital film campaign which strives for a balance between tradition and equality, while celebrating the happy union of marriage.  

Mohey is one of India’s leading women’s bridal wear brands that redefines rituals by adding a new gesture of respect. A change from Kanyadaan to Kanyamaan.

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Image: Google

Alia Bhatt invokes positive change in bridal ad

Bhatt headlines the campaign starring in the video fueled with emotions, which celebrates brides and families who rethink wedding traditions in modern times, to redefine into progressive ones. In a refreshingly new manner, the film presents a small but significant gesture of respect and equality.

In India, weddings are all about rituals and traditions. The ‘Kanyadaan’ is an age-old ritual which has been an intrinsic part of our society. Highlighting the conventional thought behind this ritual, the video tries to promote a more inclusive and equal space for women in marriage and in life. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context.

Completely adhering to our traditions and being reverent to our rituals, this film at the same time takes a modern stance on the conventional belief. Heralding a paradigm shift in our mindset from considering a girl child to be a liability, the film talks about sharing each other’s responsibility and journeying through thick and thin not only together but equally.  The film ends with a small but significant gesture of respect and proposes a beautiful change from Kanyadaan, to Kanyamaan.

Adding to the thought, the very revered Alia Bhatt shared, “I absolutely believe in this thought and this is something very close to my heart. I am glad that I could be a part of this film and convey a message that might bring about a positive change in the society”.

“Mohey has always symbolized the progressive women of our society. Through this commercial, we have tried to bring about a shift in the mindset of the general populace while being respectful and fervent towards our traditions and rituals,” said Vedant Modi, CMO, Vedant Fashions Limited.

Also Read: Manish Malhotra opens India Couture Week 2021 with Nooraniyat collection

Kangana Ranaut slams Alia Bhatt

Kangana Ranaut has slammed Alia Bhatt for featuring in the ad. While many have appreciated the advertisement, several have thrashed it too. Kangana asked the brands to stop ‘manipulating naive consumer with shrewd divisive concepts and advertising’.

“We often see a martyr’s father on television when they lose a son on the border. They roar, ‘don’t worry I have one more son, uska bhi daan main is dharti maa ko dunga’. Kanyadaan ho yaa putradaan, the way a society looks at the concept of (lack of equivalent word in English or urdu) renunciation shows its core value system. When they start to look down upon the very idea of daan.. then you know it is time for the reestablishment of Ram Rajya. The king who renounced everything he ever loved only to live the life of a tapasvi (Monk). Please stop mocking Hindus and their rituals. Dharti and woman, both are mothers in the scriptures. They were worshipped as goddesses of fertility. Nothing wrong in seeing them as the precious and very source of existence (Shakti),” the Thailaivii actress wrote explaining the meaning of kanyadaan according to her understanding.

Speaking about the making of the ad, the Director of Shreyansh Innovations, Shreyansh Baid, “We have always believed in progressive communication and our main thought behind making this film was to convey a strong message that is rooted in the rich Indian culture, and yet takes it a step forward by deriving inspiration from the new-age Woman and the new-age society. With Alia onboard we have been able to create a communication that strikes a chord and invokes a positive change.

With IANS inputs

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