MUMBAI: Blush has launched a series titled Sista from the South with a video celebrating the much loved Tam Brahm Boy. The series will feature on YouTube channel Blush with a new video every month. With tongue-in-cheek sense of humour, an unapologetic voice and engaging content for South Indians, the series will feature music videos, spoken words, short films and sketch comedies for all the sassy Blush women out there.

The Tam Brahm Boy is the first video in the series that will give a quirky take on everything South Indian, including our delectable Tamil Brahmin boys! Whether it is his dorky glasses or his geeky demeanour, there is something incredibly attractive about the personality of the Tam Brahm boy that appeals to all the women in South India (and sometimes, even in North India). Sofia Ashraf, a new member of the Blush team in the south, is seen sharing her extremely strong opinions in a love song objectifying a typical Tamil Brahmin boy using hilarious southern stereotypes.

Being an avid content creator, Culture Machine producer Sofia Ashraf has brought out an important aspect of our society and how women's sexual emotions are treated in our country through the stereotypical depiction of the infamous south Indian boy.

Speaking about the video, Ashraf said, “Hidden beneath the camp disco beats and south Indian clichés, this song actually carries an idea. I believe that women in this country are denied our sexual urges. This song is an unapologetic expression of primal desires and I hope that over time it becomes acceptable for Indian women to speak out about our passions and our sexuality stops being demonized.”

Ashraf has been labelled many things over the years-- feminist, fundamentalist and narcissist to name a few. Her penchant for comedy and writing led her to Culture Machine's office and has come on board to create content for Blush which she hopes will spark a dialogue.