Break Stereotypes and Body biases: People have inherent biases about different body types and end up stereotyping what people of such body types are capable (or incapable) of. These biases often lead to subtle or inadvertent body shaming.

The campaign aims to challenge these biases and body related stereotypes and encourage women to believe that ‘You are more than what you look like’ – Go beyond just ‘how you look’ and focus on being fit inside out. Shift the needle from ‘Looking fit’ to ‘Feeling fit’.

Remind people that outer appearance does not equal fitness and encourage women to confidently embrace their body type with a focus on feeling fit from inside. Make women believe ‘MY BODY CAN. YOUR BODY CAN. EVERYBODY CAN.’

Casting was key to this campaign. Apart from finding the apt body type which was a given, it was crucial to find personalities that had a screen presence which upheld the communication and idea of the film. While authenticity for each charachters was extremely crucial, there was a constant keen eye on how effortless their performance could be. While the Garba dancer was scouted from a small town in Gujarat,India through her vibrant Instagram reels, the Yoga enthusiast was about hunting through Yoga Schools and institutes. This wasn’t a campaign about going through endless screen tests, but consciously just going through a handful of them, and meeting them multiple times, revisiting their auditions and screen tests to rewrite and construct the scene and storylines around them.

RESULTS:

TOM for Tetley ahead by 16% vs competition

Consideration for Tetley ahead by 10% vs competition

Campaign generated 541 K video views

Influencer activity garnered views of 460k.

Earned PR from 20+publications including Financial Express and Campaign India.

Launched the campaign on International Women's day, 8th March, to break the stereotypes associated with women's body and its abilities. Took the masthead of a leading OTT platform (Hotstar) on board on 8th March. Anyone visiting the platform would view the ad.