BIBA has released a new hero film for International Women’s Day across its social channels, in partnership with Enormous, as part of its ongoing ‘Ek Aasmaan’ campaign.
Rooted in the belief that freedom and opportunity should not be defined by gender, the campaign challenges everyday language that often marks women as “other”, such as qualifiers like “lady pilot” or “lady doctor” that position men as the default and women as exceptions.
Moving away from the category’s typical Women’s Day messaging centred on sales or product launches, BIBA’s latest campaign examines how language shapes perceptions of professional competence and identity.
Speaking on the campaign, Ekta Gupta Dutta, Head of Marketing, BIBA, said, “This Women’s Day, we take a moment to question the biases we often overlook. Sometimes bias hides in the most ordinary words. Labels like ‘lady pilot’, ‘lady boss’ or ‘lady judge’ may sound harmless, but they quietly frame women as the exception. With Ek Aasmaan, BIBA hopes to encourage a simple shift, because excellence doesn’t need a prefix.”
The initiative began with provocative visuals on social media, featuring objects such as a scalpel and a cockpit to underscore that gender should never be a prerequisite for capability. This was followed by a 60–90 second film that stages a workplace toast for Women’s Day, where well-intentioned compliments tagged with gendered labels are challenged through a sharp comeback that exposes the absurdity of prefixing professions with “lady”.
As the narrative unfolds, the qualifier is visually stripped away, highlighting how subtle linguistic habits can diminish achievement by framing women’s success as an exception rather than the norm.
With ‘Ek Aasmaan’, BIBA aims to prompt audiences to reconsider everyday expressions and the biases embedded within them, reinforcing the brand’s long-standing approach of engaging with cultural conversations beyond fashion.
