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Kuch toh log kahenge, logon ka kaam hai kehna

Kuch toh log kahenge, logon ka kaam hai kehna

The question isn’t who’s going to let me; it’s who’s going to stop me.”

—Ayn Rand

How many times have you heard comments being passed regarding the kind of clothes girls are supposed to wear? Or more specifically not wear? Saying ‘innumerable’ seems like the understatement of the year.

Parachute Advansed body lotion also knows the kind of moral policing that a girl needs to go through. That is why it has centered its latest digital campaign on building the confidence of women with their #ConfidentInMySkin.

Conceptualized by McCann Worldgroup, the tongue-in-cheek commercial takes a jibe on all the ‘well-intentioned’ comments. A young woman in a short skirt walks down the road, tugging at it to spare herself the leeching. A voiceover then comes on and talks about how a girl is criticized for wearing a short skirt, sleeveless tops, and backless clothes. In a society where a woman’s sexual history is judged on the length of her skirt, the commercial highlights the hypocrisy of the self-proclaimed moral police.

A girl wearing ‘too many’ clothes is a prude. The same girl wearing something remotely ‘revealing’ is a ‘lowly woman.’ Just a peek into a girls cleavage, whether she wanted to show it or not invites unwanted comments from people who should have no concern whatsoever.

What people forget is that clothes do not define a person. And the commercial certainly reminds this to the ‘concerned people’ when a salwar-clad girl rides her own Royal Enfield.

The society assumes that girls dress up only to attract attention. But gasp! The commercial shows how girls dress up for themselves, not to impress anyone.

With a peppy confident song ‘It’s my life’ playing the background, all the girls are confident in their skin.

Forget clothes, wear your confidence.

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