This video shows how the idea of arranged marriages in urban India is changing

Source: Screesnshot

Much of the current ‘marriageable’ generation isn’t very comfortable with the idea of an arranged marriage, but then, as this advertisement by clothing brand Biba suggests, the very concept of arranged marriages is changing in urban India.

Addressing the concern of how two people can know each other enough to marry over tea, the ad shows the girl’s father standing up for his daughter’s right to know as much about the boy and his family, as they do about them. The ‘ritual’ of “ladki dikhana”, or “showing the girl”, is one of the stages of an arranged marriage that is rooted in patriarchy — and that is exactly what this #ChangeIsBeautiful TVC addresses.

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The video breaks traditional boundaries and reflects on the changing gender roles in our society. “We also need to see if the boy can cook,” asks the girl’s father — a statement that would be unheard of just a couple of years back. The video caters to a limited audience mindset — progressive families with unorthodox point of view — cannot be denied, but there is a change, and that’s for a more equal playing field.

The advertisement seems to have been well-received, but a cursory look at the comments section also shows a certain disinclination to the alleged change.