Direct > Campaign

BRAVE & BEAUTIFUL

LINEN LINTAS, Gurgaon / DABUR / 2015

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Overview

Credits

Overview

Audience

THE INTENDED TARGET FOR THE BRAND ARE YOUNG, UPWARDLY MOBILE, FEMALE WORKING PROFESSIONALS OF INDIA. THESE ARE THOSE PEOPLE WHO THINK THAT A WOMAN IS MORE THAN HER APPEARANCE. THEY ARE EVOLVED IN THEIR THINKING, WANTS TO ACHEIVE IN LIFE ON THEIR OWN. THAT'S WHERE THE CONNECT TO BRAND COMES. BRAND'S TARGET WAS THESE PEOPLE IRRESPECTIVE WHETHER THEY ARE THE EXISTING CUSTOMERS OR NOT. THE BRAND WAS TARGETING A THOUGHT PROCESS. AS THE IDEA OF THE CAMPAIGNIS BASED ON THE CORE HAIR INSIGHT, HENCE EVEN AFTER BEING A SOCIAL CAMPAIGN, IT IS RELEVANT TO BOTH THE BRAND AND THE TARGET.

ClientBriefOrObjective

THE CAMPAIGN 'BRAVE & BEAUTIFUL' INTENDED TO GENERATE A DIRECT DIALOGUE WITH TARGET GROUP.

THE PURPOSE OF THE CAMPAIGN WAS TO HELP THE BRAND STAND OUT AND AT THE SAME TIME CONNECT TO TODAY’S WOMEN WHO EMBODIES ASPIRATION, INNER STRENGTH AND IS NOT INFATUATED WITH THE LOOK.

ALL THE ELEMENTS OF CAMPAIGN (DIGITAL, TV, RADIO, PRINT, ACTIVATION) IN PHASE-1WERE ASKING FOR THE SUBMISSIONS FROM THE TARGET GROUP. PHASE-2 WAS BASED ENTIRELY ON THE RESPONSE CAMPAIGN GETS IN PHASE-1.ALL THE THINGS PLANNED IN PHASE-2 LIKE, A PRODICT INNOVATION, AWARD CEREMONY, REAL SURVIVOR STORIES BOOK, WERE BASED ON THE RESPONSE IN PHASE-1.

Execution

THE CAMPAIGN WAS LAUNCHED FIRST ON DIGITAL AND LATER THROUGH PRINT AND DTH IN 1ST PHASE. TV MOBILE, RADIO, OUTDOORS, ACTIVATION, PRODUCT INNOVATION EXECUTED IN SECOND PHASE.

THE CAMPAIGN RAN ACCORDING TO ORIGINAL PLAN AS IT WAS RECEIVED AS EXPECTED. THE CAMPAIGN RAN FOR THREE MONTHS. IT WAS STARTED ON DEC. 31 2015 AND IS ENDING ON MARCH 31 2015.

Outcome

The campaign joined the million-dollar club organically, and became the most shared video of India. It got-

-Over 50 million views

-Over a million likes

-More than 30,00,000 shares

-One billion global digital impressions

-Dabur vatika launched a product innovation called B&B shampoo made for cancer survivors

-All the survivors were felicitated in ‘brave & beautiful awards’

-Brand got free media coverage and PR of approx. 5,00,000 us dollars

Synopsis

VATIKA NEEDED A PLATFORM TO REVIVE ITS IDENTITY AND RECONNECT WITH TODAY’S WOMEN. BRIEF WAS TO CREATE A PLATFORM WHERE THE BRAND CAN HAVE CONVERSATION AND EMOTIONAL ENGAGEMENT WITH THE AUDIENCE THROUGH A RELEVANT AND SCALABLE IDEA. ON THE BASIS OF AN INSIGHT THAT IN INDIA A WOMEN IS CONSIDERED BEAUTIFUL ONLY IF SHE HAS LONG HAIR, EVERY HAIR BRAND SPEAKS ABOUT BEAUTIFUL HAIR. THE OBJECTIVE OF THE BRAND HERE IS TO GO BEYOND THIS SUPERFICIAL BEAUTY ASPECT AND TALK ABOUT THE BEAUTY, WHICH COMES FROM THE KIND OF PERSON SOMEONE, AND NOT JUST FROM THE PHYSICAL APPEARANCE.

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