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The long running content lead campaign No. 1 Yaari by McDowell’s No.1 has turned into #MeriNo.1Yaar this International Women’s Day.

The campaign is a call to celebrate and thank the women in everyone’s friend circle. The brand, which has always celebrated friendship across geographies and barriers, is reinforcing that Yaari does not conform to a gender and that women too, play an integral part in any boy gang.

The campaign illustrates this message through a series of fun and relatable videos co-curated by the content platform Filter Copy. Starring a group of friends, the videos describe both humorous and heartwarming scenarios that women experience in their guy groups. Various instances, like helping a yaar look his best for a date, highlight the elements of loyalty, sensitivity, emotional support and fun that women so often bring to friendships.

With an objective to break the perception that women can’t be the ‘bro’ in a group, the brand is also asking followers of its social media pages to describe their female yaars using adjectives that are usually associated with men.

The Video: