Marital misgivings

India – Fashion retailer Biba tackles the tradition of arranged marriage in its latest ad.

• Biba is well known in India as a retailer of traditional and contemporary womenswear and childrenswear
• Its latest campaign urges parents to consider the impact of arranged marriages on their children

Change The Convention, viewed over 8.5m times on Facebook and with 275,000 likes and counting, centres on the moment a prospective bride meets her would-be husband for the first time.

After expressing concern about the system to her father, it appears her fate has already been sealed when he abruptly walks away. But as the families converse, it becomes clear that her words have had an effect, as her usually stoic father proclaims that in order for the marriage to proceed, the suitor must be able to cook and clean.

Created by agency Brandmovers India, the ad ends with a message of hope that envisages a future in which women have a greater say in marital decision-making. An accompanying hashtag is proving popular on Twitter, with comments suggesting that the system affects both women and men.