We crafted the media execution into 3 phases:

a. The protagonist became the brand advocate as she along with the brand ambassador asked the audience what their Everest was, Everest becoming a metaphor for their dreams.

b. 4 pivotal points in the storyline which reflected the brand philosophy were used to create contextual co-branded promos to bring alive key elements of brand philosophy over 109 episodes.

c. We also gave women the opportunity to be trained by Jampling Norgay, a veteran mountaineer and climb Mount Everest.

In a span of 4 months, campaign inspired 34 million women to pursue their dreams.

73% of female audiences recalled the brand message of ‘Fair & Lovely helps you become self-reliant’.

57% of audience associated the brand with its philosophy of ‘Fair & Lovely helps create your own Identity'.

The relevance/imagery score of ‘Helps women achieve a better future’ increased by 800 bps - from 77 to 85.

Market share increased by 110 bps.