There is no limit to what a woman can achieve as soon as she realizes that nothing can hold her back, not even herself. Culture Machine’s digital channel Blush along with Vivel collaborated with Bollywood superstar Amitabh Bachchan to create a video tilted ‘Ab Samjhauta Nahin’ which inspires every woman to say no to a life full of compromise.

In a narrative by the legendary actor Mr. Amitabh Bachchan, the UnBlushed video, Ab Samjhauta Nahin shouts out to all women to challenge time-worn mindsets that stereotype and at times impede their lifestyle choices. The video encourages women to stop accepting any biases and empower them to live a life equal to their male counterparts. It features women from all walks of life who are facing an inner conflict with their real emotions.

Vivel’s integrated brand campaign ‘Ab Samjhauta Nahin’ is a fresh, nuanced perspective of self-confidence that personifies the woman of today. The brand message goes beyond a beauty discourse to address attitudes and behaviour towards women. The campaign is designed to encourage discussion around age-old gender biases, inspire young women to question the limits that they have been conditioned into accepting and empower them to live fuller and more equal lives.

In the video, Amitabh Bachchan says, “A right can never be silenced”

Culture Machine’s digital channel Blush released a statement, “It’s very important to voice your opinion and believe in yourself. This belief is lost somewhere; we aim to revive this trail of thought in our latest video. Vivel was the best brand to partner with for this video as the concept is a perfect blend with their brand ideology.”

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