Nykaa, the beauty related e-commerce platform, launched a video names ‘Qaid’ in association with Culture Machine’s digital channel Blush. Set against the backdrop of Karva Chauth, Qaid explores a thought-provoking emotion around the festival. Breaking all the stereotypes, the video features our country’s first transsexual model Nikkiey Chawla.
The Storyline
The video explores the story of Anusha and Kabir, a young couple with an urban lifestyle. The circumstances that change the dynamics of their life and relationship, and how the differences in their individualities bring them closer, is what is showcased in this beautiful video.
The Message
The video raises a question mark in the way rituals, marriage and relationships are perceived in our society and stresses on a welcome change that is much needed. The thought that drives the essence in Qaid is of gender as the defining factor in our identities and how it rules the way traditional rituals, especially like Karva Chauth, are looked upon. The takeout from the video is that it is essential to accept your individuality and celebrate yourself in every way possible.
Brand Speak
Talking about the campaign, Hitesh Malhotra – Chief Marketing Officer- Nykaa, says, “The mark of a great society begins with how deeply it acknowledges and cares about the challenges of its most exiguous minority groups. While the nation celebrates liberty for the L,G and B, let us not forget the T. Today, people need to understand the plight of nearly 21 million strong gender dysphoric population- a number equivalent to the population of Australia.”
“With this film, we want people to see that the difference between transsexual and transgender is the same as the one between a body and a soul. Since time immemorial, gender definition has been influenced by culture, class, and race but this idea needs an overhaul. With Qaid, through the lens of one of the most celebrated family ritual Karwa Chauth, we begin our sojourn towards this change,” he added.
Sharique Khan, Vice President – Brand Solutions, Culture Machine, says, “Gender diversity has existed throughout history and across the globe. One of the most fundamental aspects of a person’s identity, gender, deeply influences every part of one’s life. Where this crucial aspect of self is narrowly defined and rigidly enforced, individuals who exist outside of its norms, face innumerable challenges. This does not have to be the case.”
“Through a thoughtful consideration of the uniqueness and validity of every person’s experiences of self, we can develop greater acceptance for all. Not only will this create greater inclusion for individuals who challenge the norms of gender, it will create space for all individuals to celebrate who they are. With this common objective of creating awareness about gender dysphoria, harmoniously brought Nykaa’s vision and the storytelling of Blush together for this video,” Khan added.
