A Cultural Exploration to Understand the South Indian Woman’s Tryst with Love, Romance & Beauty
The woman in the South straddles tradition with aspiration. She works with poise and dignity and makes empowered choices without rebelling. But beauty for her is very different from the beauty that is represented in the rest of the country. It is a balance of the old and new, the progressive and the rooted.
In order to speak to this woman, it was essential to craft communication that would reflect her notions and standards of beauty. Using Bollywood filmstars was not the option. It was also essential to show the right codes for love, intimacy and relationships- an integral part of the brand’s archetype.
