Clothing brand Ginger from Lifestyle encourages girls to defy labels and not give a f**kness in latest film

Clothing brand Ginger from Lifestyle has rolled out a bold film encouraging young girls to defy labels and celebrate imperfections.

Conceptualised by JWT, the film #ImperfectlyPerfect has been developed to feature girls questioning  and defying the stereotypes, labels and name calling that exist in the Indian society for example, the perception that dark skin is not good, thin women are weak and not sexy, wearing short skirts and showing too much skin is not appropriate and being fat means you are not good looking.

The girls are portrayed to embrace their bodies and encourage other girls to celebrate their individuality beyond stereotypes and tags and acknowledge the quirks and uniqueness that makes them unapologetically themselves.

Srinivasa Rao, senior vice president, marketing, Lifestyle, said: “#ImperfectlyPerfect is inspired by the young girl of today who is strong, opinioned and recognizes her uniqueness   not as a flaw but as a beautiful distinction. With this campaign, Ginger hopes to create awareness regarding the unrealistic and unreasonable expectations that society has from young women and we hope that it resonates with young women, reiterating that it’s their uniqueness that makes them who they are and celebrates the strength they have to rise above any negativity that comes their way.”

Priya Shivakumar, executive creative director and creative head, JWT Bengaluru said: “We are celebrating the quirks, the differences, the uniqueness – because that’s what makes each of these girls shine. It’s what makes them real, badass, strong, and most importantly, Imperfectly Perfect. Why should you have to meet standards you don't subscribe to or agree with? Why does fair equal beautiful and why should flat or fat make you feel like you're less or more?"

"We wanted Ginger to be the bold voice of the girl who has a strong mind to go with it and is totally comfortable in her skin.  To declare boldly that if perfection is the standard the world imposes, she is gloriously and happily #Imperfectlyperfect." 

Senthil Kumar, chief creative officer, JWT India said: "I believe this is a brave new campaign for the bold and the beautiful girls out there. I am really proud that Ginger from Lifestyle which is one of the biggest brands in the retail space, built by the J Walter Thompson company has given girls enough reason to celebrate their imperfections.”