Dove, is globally celebrated as the #RealBeauty brand that is the conscience of real women. But in India, Dove’s equity rests only in its functional expertise of Damage Care/Repair; struggling to build a strong emotional bond with consumers in a highly cluttered market. In Millward Brown’s 2014 study, Dove fairs poorly on parameters such as “inspires women to feel more positive about the way they look” & “believes all women are beautiful”; a brand mainstay everywhere in the world.

To establish Dove as a brand which creates a more inclusive definition of beauty.

Help Dove build its credentials as a brand that inspires women to feel more positive about the way they look, that celebrates the diversity and uniqueness of Indian women; thus building on its globally celebrated positioning of #RealBeauty.

We handpicked the 25 best women writers from India, women much like the Dove woman, out of the 25,000 strong globally pool of the TTT community writers. Each of these writers were given the theme of #RealBeauty, breaking the straight-jacketed notions of beauty, and celebrating Indian diversity. We shortlisted 10 of the best tales to be published across key social media channels.

We chose the 3 most popular platforms amongst Dove women; Facebook, Instagram and Twitter. Each of these platform was conducive to both consumption and sharing/reactions.

Starting at Noon, on International Woman’s Day, we posted one Terribly Tiny Tale at the start of the hour. And we followed each tale by posting another at the start of the next hour (1pm and so on).

A community of approximately 1 Million TTT fans collectively on these platforms, set the stage for Dove’s #RealBeauty initiative in India.