Embedding the consumer in this philosophy entailed making women experience the gorgeous moment, by asking them to send in their pictures in “un-made up”, “naturally beautiful” instances. The request for these “moments of beauty” was communicated across radio (a customized show on air), internet (personalized the gorgeous moment with a special video greeting), mobiles (personal audio-visual greetings) print & outdoor; on-ground (photo-opportunities across cities to capture women looking beautiful); supermarkets (a specially designed music post to serenade women), launch of brand merchandise (music album with songs in the spirit of the movement). All these touch points requested pictures to be sent in. Finally this movement created a unique virtual landscape (brand website) that was populated by pictures of women who embraced the brand’s philosophy of beauty. One lucky lady was also featured in a leading daily along with the celebrity brand ambassador to drive the movement to its exciting crescendo.

Campaign Effectiveness: Over 200,000 interactions with the gallery of pictures created online.66,000+ views on video greetings on Yahoo.55000+ views of mobile greetings.Brand Equity Movement: Scores on the beauty quotient of the brand moved up by 75%Business Outcome:The brand registered 96% growth over last year.