Google wanted to be one of the world’s most helpful brands and the brief was to identify a cause that can help create an inclusive marketing strategy and lead to an impactful conversation that resonates across India. Hence, we had to create a purpose-led campaign that also showed the meaningful and helpful role that Search, Maps and other products play, reminding audiences of Google’s product magic.

Idea : a clarion call for women to rewrite India’s sporting history.

We wanted to demonstrate the helpful nature of Google products in empowering every Indian sportswoman, using relatable user generated content. Majority of females in India are not encouraged to pursue individual dreams, let alone sports. Female athletes are missing in the media, hence girls lack role models. To spark change in this thinking, we tapped into emotionally resonant stories that challenge societal norms and reshape society to be more appreciative of everyone’s pursuits, irrespective of gender, age and traditional expectations.

Despite a population of 1.3 billion, no Indian woman has won Olympic gold. Coupled with gaps in representation in marketing, media and sports, this seems like an unreachable dream.

Hence our creative strategy was based around sparking change in this thinking, we tapped into emotionally resonant stories that challenged societal norms and reshaped society to be more appreciative of everyone’s pursuits, irrespective of gender, age and traditional expectations.

Within this segment, we identified ways to string together varied audiences under a single narrative, tapping into real user-generated content to add authenticity and relatability. This allowed for our anthemic spot to highlight Google’s role in providing inspiration, information and tools for empowerment.

Campaign Tag : #BeUnstoppable

We wanted every girl in India to know that they too could become an unstoppable force in their own right. All they had to do was to keep pushing and expanding their own boundaries.

Hence, Google decided to start a conversation. The campaign began with a nationwide search for real, inspiring stories of women and girls pushing sporting boundaries. The user generated clips were woven together to create a 60 second clarion call for women and girls to rewrite India’s sporting history, with a little help from Google.

User-generated stories of unsung female athletes were strung with personal Google queries and a hit song, Apna Time Aayega (Our Time Will Come). An apt twist: male vocals resung by a female YouTube Creator, making it a clarion call for women & girls.

In 3 weeks, the video garnered over 100 million views, delivering an unprecedented jump of +3.8% in daily active users. The campaign achieved +15% increase in brand appeal score for Google in India too.

Objective 1 : Brand affinity

Achieve a brand appeal score of 70% for Google

Result 1 : Brand affinity

Achieved a brand appeal score of 83% for Google

Objective 2: Product usage

Increase the daily active usage of Google by +2%

Result 2 : Product usage

Increased the daily active usage of Google by +3.95%

Objective 3: Media KPIs

Achieve at least 60million views for the video

Result 3: Media KPIs

Achieved 100million views for the video