Branded Entertainment is still in a very nascent stage in Indian communication/advertising space. Very less brands tell the story where the brand is not directly connected to it. Content creation, branded entertainment, crowd sourcing is still not the part of Indian advertising mix.

THE CAMPAIGN WAS LAUNCHED ON DIGITAL MEDIA IN THE FORM OF A VIDEO. A WEBSITE-WWW.BRAVEANDBEAUTIFUL.IN WAS CREATED WHERE PEOPLE CAN NOT ONLY ACCESS THE COMMUNICATION PIECES BUT ALSO SUBMIT THEIR STORIES. THE VIDEO WAS SHARED BY PEOPLE ON SOCIAL MEDIA LIKE TWITTER, FACEBOK, SCOOPWHOOP AND BUZZFEED.

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 ENDED ON MARCH 31 2015.

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