MUMBAI : Think of those moments when women have been subjected to lewd comments or awkward gestures, and they simply wanted to plant a slap on the offender! India’s premiere e-tail brand for women, Saiesta, has recently launched a #GiveItBack campaign addressing those cringe-worthy elements hitting them right where they came from.

Celebrating the recent launch of their Autumn Winter 2015 collection, the spunky advertisement boldly addresses the issue of women who are often judged based on their fashion sense and the social pressure that tries to influence her preferences .

Saiesta’s ad film #GiveItBack features women who aren’t willing to take the prejudices casally. The campaign is a shout out to all independent, liberated, stylish and strong women of today who are unapologetic about their fashion sense and more importantly, they are fearless about being themselves. Hence, they understand their #RightToFlaunt!

Speaking about the brand philosophy and the offbeat new TVC and digital video, Saiesta founder and MD, Rajat Sikka said, “Each piece in our collection for this season has been designed keeping in mind the classy yet contemporary woman because they understand their individuality and are not afraid to express it. Our campaign film thought emphasizes the brand’s inherent belief in individuality and expressing identities through the medium of fashion.  Our all new collection, consisting of aesthetic and trendy garments are just what every girl looks for to complement her personality and infuse confidence in being herself.”

The TVC shows women from different walks of life, where they are being eve teased, specifically because they stand out for their fashion sense and clothes. The common act of ‘Whistling’ is played upon, where on being whistled at, the girls turn back and whistle at the eve teaser. The campaign finds the miscreants being embarrassed while the onlookers stand in support of the girls.

Director of the ad film, Yugander VV, explained, “It took extensive brainstorming and research to understand the many brand attributes (of Saiesta) and arrive at a singular Brand Philosophy - Right to Flaunt. The Concept for the campaign film - Give It Back - expresses the Brand Identity quite ingeniously. Shooting in challenging real locations in Delhi paid off by giving the film its unique grungy texture and the much needed Indian flavour.”

He concluded by adding, “By virtue of concept, treatment and very catchy music - the Saiesta film is a clutter-breaker.” And we can't agree more.