Empowering sisters – channel tells a heartfelt story

Raskha BandhanCulture Machine’s digital channel ‘Blush’ and Castrol Active Scooter are collaborating to celebrate the beautiful bond between a brother and sister. A brother is your first best friend and your partner in crime, he loves you unconditionally, inspires you, motivates you and most importantly he empowers you. Chal Udte Hain tells a heartfelt story of a brother becoming the wind beneath his sister’s wings.

Featuring popular digital star Mithila Palkar, the video follows the love-hate relationship of a brother and sister by showcasing some of their most memorable moments while growing up. Encouraging women to take charge of the tougher things in life and becoming more independent, Blush propagates that the sister can protect and pamper her brother just as much as he does to her through the video ‘#ChalUdteHain’. The video is a montage of flashbacks about the life lessons a sister learns from her brother which eventually gives her the confidence to face the world on her own. On the occasion of Raksha Bandhan, the sister exudes self-confidence making her brother proud.

According to a statement by Blush –  People always treat women as delicate beings who need to be looked after and protected. There is also this wrong stereotyping of how women cannot do well in certain male dominated domains. We want all the women to know that they are just as independent and capable as their male counterparts and for men to realise that the biggest contribution to their sister’s lives would be to encourage them to not only be self-sufficient but also push these so called boundaries. There can be no better gift a brother can give his sister.

Kedar Apte, Head, Brand and Communications – Castrol India Ltd commented, The greatest benefit that a scooter gives the woman rider is independence. When given the right positive reinforcements throughout childhood – this independence is showcased everywhere including the vehicle she chooses to ride and its upkeep and maintenance. Through this campaign on Rakhsha Bandhan we are trying to show how strong and interdependent abrother-sister relationship is. In the video, the brother is the chief ally, who encourages his sister to break barriers and inspires her to take full responsibility of her scooter including its maintenance…it’s a progressive and forward-looking narrative.

Anita Kotwani, Leader, Client Leadership, Mindshare said, “We have always believed that if you are able to build content around cultural relevance and bring in a new dimension to the storyline then it definitely resonates with the audiences. We are confident that this video will touch the hearts of millions of brothers and sisters in India and bring them closer to brand Castrol Activ Scooter.

Mithila Palkar spoke about her experience, Women, in general, have been taught for centuries that they need to be protected by their male guardians. Chal Udte Hain is a thought provoking video about brothers protecting women by making them self-reliant and taking confidence in their independence. I had a wonderful time working with the Blush team and take pleasure in being associated with this inspirational video. I’m sure the audience will love it.

To all the brothers – help your sister believe she can and she will. Here’s to looking at Raksha Bandhan in a whole new way.

Watch the video on – https://www.youtube.com/watch?v=T_ef90XhLx0

About Culture Machine:

Founded in 2013 by Sameer Pitalwalla and Venkat Prasad, Culture Machine Media Pvt Ltd is a Digital Media, Research and Marketing services company that creates entertainment for social media platforms the world over by combining cutting-edge technology with great content. Culture Machine, a wholly owned subsidiary of The Aleph Group, Singapore, has offices and studio facilities in India (Mumbai, Delhi and Chennai) and the United States of America (California).

About Blush Channel:

Bold, unapologetic, beautiful and brave would be the way to describe Blush, if she were a woman. A lifestyle digital platform, Culture Machine’s Blush presents content for the modern, cosmopolitan, forward thinking and decision making woman. From beauty to beautiful, woman to womanhood and lifestyle to life, discover a myriad of themes on everything that the modern Indian woman wants to know. – PRNewswire

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