Shruti Haasan destigmatises feminine abuses

In a latest video released by Blush channel from Culture Machine, edgy and honest Shruti Haasan takes on to destigmatise the term ‘bitch’. In the video titled ‘Be The Bitch’ the actress explores the otherwise stigma-laden term and its association with women who are strong and take a stand for themselves.

In the video, not the one to cower when called names or branded under certain labels, Haasan represents strong women as true blue go-getters, who are never afraid to try harder for their goals.

The notion is to challenge the term and make women break that immunity they grew towards it. “A woman is a bitch if she doesn’t subscribe to archaic ideas of womanhood. She is a bitch if she lives on her own terms, creates her own rules. This has come to be the norm,” said a spokesperson from Blush about the video.

“Women have generally been at the receiving end for centuries and worst of the abusive terms used today pertain to the female gender in one way or another. The word ‘bitch’ has become the most commonly used sexist and disrespectful word.

While we can’t stop people from using it, we can change the tone associated with the word and that’s what we have set out to do with this video.

“Shruti Haasan was amazing to work with and she is the embodiment of today’s alpha woman who stands up for herself. We couldn’t have thought of a better collaborator for this video,” said the spokesperson.

Hassan commented, "I've never believed in following norm and going by standard definitions. Also, I'm an equalist on all fronts and I believe there needs to be an upgrade in what the so called "stigma laden terms" actually mean.

The intention historically attached to these words has been defined by a power play between the one using the term and the one it’s used for - almost seeming abusive.

Evolution, education and opportunity has changed what words mean and today the word bitch, at least to me, stands for an independent and strong woman's ability of being herself.

“So when this idea of the #Unblushed video came about, I knew I had an interesting platform to showcase it - the gutsy yet vulnerable woman who isn't afraid to be true to herself, no matter what. I wrote and fleshed it out basis my vision and everyone loved it.

I'm glad that it's turned out well," said the actress. The video is another strong film from the #UnBlushed series that has also created ‘The Printing Machine’ with KalkiKoechlin, ‘Let’s Dance’ with Aditi Rao Hydari, ‘Find Your Beautiful’ with RadhikaApte and ‘AbSamjhautaNahin’ with Amitabh Bachchan among others.