Gendered Professional Labels Come Under Scrutiny in BIBA Ek Aasmaan Women’s Day Film

Ekta Gupta Dutta, Head of Marketing at BIBA, said the campaign highlights how everyday terms such as lady pilot and lady judge subtly frame women’s achievements as exceptions.

National, March 06, 2026: A new Women’s Day campaign released by Indian fashion brand BIBA is drawing attention to how everyday language can reinforce subtle gender bias in professional spaces.
The initiative, titled Ek Aasmaan, focuses on the continued use of gendered prefixes in professional titles. Through a short film released across the brand’s social media platforms, the campaign questions the use of terms such as lady pilot or lady doctor, suggesting that such labels often position women’s competence as an exception rather than the norm.

Created in partnership with creative agency Enormous, the campaign departs from traditional festive messaging that typically accompanies Women’s Day in the fashion category. Instead of focusing on seasonal promotions or product announcements, the initiative explores the relationship between language, identity and how professional achievements are perceived.
The campaign began with visual posts featuring symbolic imagery of a surgical instrument and a cockpit, encouraging audiences to reconsider the assumptions embedded in everyday language. These visuals were followed by a short film that uses a workplace scenario to illustrate how casual expressions can unintentionally reveal deeper biases.

The film centres on a workplace celebration where a Women’s Day toast includes gendered professional labels. A colleague’s response transforms the moment into a reflection on how such prefixes can diminish accomplishments by framing women’s achievements as unusual.
Ekta Gupta Dutta, Head of Marketing at BIBA, said the campaign encourages audiences to reflect on subtle forms of bias that appear in everyday conversations.

This Women’s Day we take a moment to question the biases we often overlook. Sometimes bias hides in the most ordinary words. Labels like lady pilot, lady boss or lady judge may sound harmless but they quietly frame women as the exception. With Ek Aasmaan, BIBA hopes to encourage a simple shift because excellence does not need a prefix, said Ekta Gupta Dutta.
The campaign reflects the brand’s broader approach to engaging with social conversations that affect women’s everyday experiences. By focusing on the language used to describe professional roles, the initiative highlights how small habits can shape perceptions of competence and achievement.

Founded in 1988 by Meena Bindra, BIBA has grown from a small venture into one of India’s widely recognised Indian wear brands. The company offers a range of apparel including salwar kameez sets, mix and match clothing and unstitched fabrics, along with accessories and a children’s clothing line under BIBA Girls.
Today the brand operates more than 330 stores across 26 states and is available through major retail chains including Shopper’s Stop, Lifestyle, Pantaloons and Central. Under the leadership of Managing Director Siddharath Bindra, the company continues to expand its presence across India.
Through the Ek Aasmaan campaign, BIBA emphasises that recognition of women’s achievements should not require qualifiers and that everyday language plays an important role in shaping perceptions of equality.

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