Paul Korda . com - The Web Home of Paul Korda, singer, musician & song-writer.

International Entertainment News

Tuesday, August 09, 2016

'Is that You?' Redefines Beauty of a Woman

'Is that You?' Redefines Beauty of a Woman

MUMBAI, August 10, 2016 /PRNewswire/ --

Culture Machine's Digital Channel 'Blush' Along With 'Dove' Creates a Video to
Celebrate Diversity in Beauty

Culture Machine's lifestyle channel 'Blush' along with 'Dove' with their new campaign
#ChangeTheRhyme continues to ask provocative questions, break the rules of beauty, and
challenge the notion of 'ideal beauty' with this video'Is that You?'

'Chubby cheeks, rosy lips...' is an extremely popular nursery rhyme which all of us
have grown up with. However, a close observation of the verses makes one wonder if this is
the first seed of a singular beauty ideal that young girls are exposed to. The video 'Is
that You?' compels the audience to question this singular beauty ideal.

Bringing this point to light, team Blush has taken the perfect example of sportswomen
in India to break the rules of beauty. They stand as an inspiration to all the women of
our country who aspire to go against all odds to pursue their dreams. These charismatic
individuals have proved that hard work coupled with a vision is the only makeup a woman
requires to stand tall with confidence.

For Dove, a brand that wants women and girls of all ages to see themselves and their
own individual or unique beauty as a source of confidence and not anxiety, this is an
opportunity to start questioning how unwittingly a nursery rhyme becomes a prop to seed a
narrow beauty ideal amongst young girls.

Watch the video on -

Culture Machine's digital channel 'Blush', released a statement, "Every woman is a
hero who needs to unleash her inner fighter to win over the world. Through this video, we
aspire to break up the monopoly that 'light' skin, 'coloured' eyes, 'lustrous' hair etc.
are supposed to have over our sense of value. In multiple cultures, dark skin for instance,
is constructed as beauty's arch-nemesis, something that must be repressed and stunted at
all costs. What's disturbing is, all of these adjectives have been ingrained in our minds
since childhood with the nursery rhymes we are taught in schools. This video was created
because it is high time our society realised their faults in defining a woman's

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 all over the world 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. 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.

Media Contact: 
Roohi Shaikh  
Think Ink Communications 


Culture Machine

Profile: intent


Post a Comment

<< Home