An intricately crafted and detail oriented digital campaign for our client India Intimate Fashion Week (IIFW) on the occasion of ‘International No Diet Day’.

While body shaming is a global issue for anyone, man or woman alike, research reveals it is majority of the women who end up being victims to body shaming and discrimination due to their physical appearance every year. Mostly resulting in demoralisation, this also has a strong effect on their confidence levels, thus hindering growth and ruining their lives. Many such women often resort to various artificial means to look good such as body and beauty enhancements, dangerous diet schedules, surgical processes, chemical therapies, etc. which end up doing more damage than doing any good.

While a lot has been told to garner attention towards this topic, mostly aimed at informing the audience and generating sympathy, it might not have possibly made any significant difference to those who might have actually been the victims to such shameful deeds of misconduct. There is a need to talk to them, a need to tell them that ‘beautiful is beautiful’ period. Doesn’t matter what others think of you. You are perfect just the way you are and that’s what matters. Nothing else. Neither shape, size nor colour. There is simply a need to make one feel good about one’s self. You, me, everyone included. A strong need to promote body positivity instead.

With this campaign, we at Tricycle Brand Solutions tried to do just that. First things first, we decided to stay away from artificial intelligence The team put in a lot of hard work to painstakingly arrange every single piece within each work of art. After all, if the campaign was about celebrating one’s originality, shouldn’t the efforts put into it be original as well? The use of origami was a simple way to represent the artificial world around us which though looked glamorous was actually just a temporary, fake and a lifeless choice we opted for. A simple campaign, intricately crafted. One that we all loved to work on as a team and one that we all shall cherish for a long time to come.