A national (in India) campaign reframing the term ‘boy cut’ into ‘UNICUT’ —
redefining beauty beyond gender.
Brand
BBLUNT
Challenge
Agency
Inhouse
My Role
Art Director
Visual Designer
Year
2021
With salons shut during the pandemic, BBLUNT wanted to stay connected with its community through a digital-
first campaign. In India, short hair on women is still often called a “boy cut,” a label that unintentionally
reinforces gender stereotypes. The challenge was to question this outdated term and redefine beauty through
a more inclusive lens during International Women’s Week.
Insight
In India, short hair for women is often called a ‘boy cut’—a label loaded with stereotypes. A universal style needed a new identity.
The Big Idea
BBlunt launched #BoycottBoyCut, a digital campaign inviting people to help rename the term “boy cut.”
Through this crowdsourced effort, the community chose “UNICUT” — a name that celebrates individuality
beyond gender.
Execution
Impact
The campaign sparked massive engagement online — reaching 1.28 million users and collecting over 600
suggestions for a new, gender-neutral name. What began as a small social initiative grew into a national
conversation about inclusivity in beauty.