BIBA Girls launches its first ever television commercial “That’s my girl”

Pune 21 Sep 2017 BIBA Girls – An Indian wear range for young girls between the ages 2 to 15 years launches their first television commercial –“That’s my girl”, an endearing short film narrating the special bond between a mother and her growing daughter. The brand film is unique not only because it’s the first ever commercial in the category of Indian wear for girls, but also because the brand beautifully brings alive a mother daughter relationship.

Mother – daughter relationships are always special because for a mother, her daughter is like an extension of her own personality. She is proud of all of her daughter’s endeavours but she often finds it hard to express it in words and the campaign ‘That’s my girl’ celebrates &amplifies these moments of pride.

Conceptualized by the Bangalore office of Lowe Lintas, the film captures a little girl attempting to dress up on her own in a BIBA Girls lehenga, which leaves her mother mesmerized. As she looks at her daughter’s antics in complete adoration, she’s left with an emotion that brings alive the brand thought of “That’s my girl!”

The commercial highlights the brand’s new philosophy across the television medium and will be promoted extensively through a 360 degree plan that includes print, outdoor and digital media.

Sharing the views on the campaign, Mr. Siddharath Bindra, Managing Director, BIBA, said, “BIBA is the first brand in the market to introduce Indian attires for young girls aged between 2-12 years around six years ago. We have built the category over the years with lot of care and attention and now with the launch of this television commercial we are looking to connect with a larger audience and create BIBA as a destination for Indian wear for both the mother and the daughter. ”

Highlighting the creative thought behind the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas, said “As a brand, BIBA Girls believes that the most beautiful thing about a girl is her confidence. We captured our belief in this film by celebrating a moment of pride when a mother realizes that her little girl is growing up. Here, she dresses up for an occasion all by herself, for the very first time. The little girl takes her first step towards becoming an independent woman. And while it may be a small step, it’s enough to make a mother say, ‘That’s my girl’.”

With the launch of BIBA Girls, BIBA has not only expanded their portfolio but also ventured into the kids wear segment which was eventually fragmented and devoid of designing skills. BIBA Girls started with a range for ages 2-12 years, and decided to widen their offering to slightly older girls upto the age of 15 years due to the increasing demand. BIBA gives a chance to both mother and daughter to look their best for any upcoming occasion with its superior design aesthetics and has become the most preferred Indian wear brand amongst the mothers for themselves and their daughters.

BIBA recently launched the first three exclusive stores for BIBA Girls with two in Mumbai and one in Bangalore. The brand plans to open at least 10-12 exclusive BIBA Girls stores across India by the end of next year.