Dove India’s 'mothermonials' campaign saw collaborations with various content creators and their mothers as a sweet reminder to look for beauty through our mother’s eyes!
We still live in a time where despite the promises of being a progressive society, some practices are just part of us. Judging a person’s appearance will always top this list of ‘things that shouldn’t exist but do’. This becomes evident when a person enters the age where everyone around them is trying to get them married. India, blessed with cultures and diversity of its own, often looks at outer beauty as their primary criteria for finding a life partner. Matrimonials ultimately become the one-stop shop for advertising a person’s, especially a woman’s, insecurities. A picture becomes the sole identity of a woman with people focusing on her/their height, weight, or skin color to determine her/their worth. Dove India's recent campaign #TheBeautyTestStopsWithMe challenges this very continuing tradition.
The campaign aims to rewrite what matrimonials mean and introduces 'mothermonials' instead. There’s no one better than our mothers to explain who we really are apart from what we look like. And Dove India’s ‘mothermonials’ aim to change how daughters are described in matrimonial biodatas, shifting the emphasis away from height, weight, and colour. The campaign encourages mothers and daughters to lead this change, providing a more positive experience in finding life partners.
If there is a platform that constantly talks about breaking every age-old idea associated with beauty and how one should be perceived, it’s social media. We get to witness content creators who have managed to create an audience of their own while talking about self-love and seeing oneself beyond self-doubt. As people who come across comments that judge their appearance, Dove India partnered with them to spread the idea of mothermonials. Creators like Sakshi Sindwani, Dolly Singh, Supriya, Sarah Saroshh, Priya Malik, Prajakta Koli, Faye D'souza, and Prableen Kaur, are sharing their customized matrimonials with answers they believe are ideal for questions that just don’t seem to change. From a heartwarming video of Dolly Singh’s mother pointing out her daughter’s qualities that will never be reflected in her pictures to Prajakta recalling and witnessing the same questions being asked about beauty, this campaign feels like the warmest hug.
These videos will definitely leave you sobbing! Proceed with caution!
Given how I'm currently in the “ideal age to get married” phase, I often come across these comments that leave me with tons of self-doubt. Watching these mothermonials redefining traditional beauty standards in the most heartwarming way feels like a good first step for women like me who are often reduced to what we look we like.
What do you think of this campaign? Let us know in the comments below.
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