Bridal wear brand Mohey has launched a wedding campaign film featuring Alia Bhatt, and the ad is making all the right noises.
Celebrating a bride in a way that they should be, the wedding campaign urges a rethink of traditional notions, where a daughter conforms to being ‘given away’ at her wedding during 'kanyadaan'.
A small but a significant gesture of respect and equality, the progressive ad tells viewers to go from 'Kanyadaan' to 'Kanyamaan'.
'Kanyamaan' celebrates the modern Indian woman who is independent and free to choose, and is slowly and steadily altering the narrative of cultural norms and practices.
Social media users are giving the ad a thumbs up.
In a statement, Alia Bhatt said, that she also believes in the thought and it is something very close to her heart, adding that she was glad to be part of something that could bring a positive change in mindsets.
However, several social media users slammed the ad calling it ‘woke feminism’ while some wrote that it was ‘against Hindu sentiments.
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