YouTube India has rolled out a campaign featuring television stars Urvashi Dholakia and Shweta Tiwari.

The campaign has recreated a spoof of their characters, Komolika and Prerna from the 90s show Kasautii Zindagii Kay. The film opens with Dholakia approaching Tiwari, but this time not for underlying motives but for styling tips. Expressing admiration for Tiwari's style, Dholakia mentions that 'catfights are a misogynistic trope designed to reinforce patriarchal norms', and asks for help. The film culminates with Tiwari finally lending a helping hand to her and giving her styling inspo through YouTube.

What we think about it: Humour, creativity, copywriting- everything about the campaign is on-point. The use of Gen Z lingo lends a fresh perspective to the ad and helps it cut through the monotony. 

The film was released on 11 December.