BIBA - the leading ethnic apparel brand has always been a pioneer in setting trends in ethnic wear and now the brand has taken a step ahead and is seen addressing a social issue with a full-fledged digital marketing campaign. The brand has come up with a powerful digital film showcasing the wide spread gender prejudices in our culture when it comes to arranged marriages.


south Indian actress Regina Cassandra

The film which shows the regular scenario of an arranged marriage setup ends on an unpredictable yet amusing note. With this digital film, the brand is depicting the dire need of a mindset change in our subtly patriarchal society. BIBA has always been about the woman of substance and the concealed yet very-much-present strength which the new age woman commands for herself. The film features a well-known south Indian actress Regina Cassandra who has starred in movies like Rajathandhiram, Kedi Billa Killadi Ranga.


Sharing his views on this digital campaign, Mr. Siddharth Bindra, MD, BIBA said, “This digital campaign is a personification of our deep rooted brand foundations which makes BIBA the face of today’s modern woman. Change is the only constant thing and it is indeed beautiful when it aims at the betterment of an individual or even society at large. This campaign is all about embracing and celebrating that change.”


Suva Ghosh, Founder and Chief Creative Officer, Brandmovers said, “This film is a commentary on arranged marriages in India, where it’s almost always on the woman to prove her merit. This is Biba’s stand on changing ideologies for a more progressive society."


"If change was as handy as change, the world would be a wonderful place. I just wanted to remind people, that, it is.", said Naruttam Achowe, Creative Director, Brandmovers.


Regina Cassandra, the protagonist of the film, also shared her thoughts, “Marriage - every Indian woman's dream or woe? You have the power to make the decision! Make a change! Make it now!"


The released digital film is an impactful portrayal of the beauty which lies in embracing change and BIBA is undeniably going to strike a chord with such a powerful campaign. As it is, BIBA has always been about ethnic wear which are much more than just tradition silhouettes…they are the emissaries of evolving fashion for the modern Indian women.


About BIBA:

BIBA, a synonym for pretty women in Punjabi, is literally a home grown ethnic wear brand, started by Mrs. Meena Bindra from her house in Bombay with a partly sum of eight thousand, way back in 1988. Soon, the brand started spreading its wings in and around the city as the product’s styling and beautiful hand block prints started getting fantastic response from the local communities, including many filmstars as well. The retail revolution in the country gave the brand the desired recognition and an opportunity to grow across the country.

Symbolizing the strength and the spirit of today’s woman, BIBA today is the most loved ethnic wear brand in the country. With a prime objective of providing trend setting and fashionable Indian attire at an affordable price, BIBA products are available in all three categories of SKD (Salwar Kameez Dupatta), M&M (Mix & Match) and Unstitched Fabric. The popular demand from its avid patrons, led the company to introduce BIBA Girls, a dedicated range for kids between 2 to 12 years. With an aim to tap the burgeoning premium ethnic and bridal wear segment in the country, BIBA joined hands with designers- Manish Arora; by taking up 51% stake in ‘Indian by Manish Arora’ brand in 2012 and recently acquired a substantial minority stake in the designer label- Anju Modi.  Biba also collaborated with RohitBal and launched a collection ‘BIBA by Rohit Bal,’ that is retailed at select BIBA stores.


BIBA products are available through 197 stores in 78 cities, apart from presence in all the major retail chains in the country like Shopper’s Stop, Lifestyle, Pantaloons and Central. Over the years, the brand has received awards & recognition from various organizations, the most recent one being the ‘Most Admired Women’s Indian wear Brand’ by Image Group, for the fourth time, credited to its innovative designs, fit, silhouettes and varied color palette. The brand is guided by the vision of Siddharth Bindra, who as Managing Director is responsible for overall growth of the brand.

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